소비자가 지각한 제품사용상황이 하이테크제품 교체구매의향에 미치는 영향

이현민 ( Hyun Min Lee ),이완수 ( Wan Soo Lee ),황미진 ( Mee Jin Whang ),황용희 ( Yong Hee Hwang ) 한국소비자학회 2011 소비자학연구 Vol.22 No.3

기업 간 경쟁 심화와 소비자들의 교체구매가 높은 비중을 차지하는 성숙기 하이테크 제품 시장은 소비자의 사용경험이 교체구매의향을 형성하는 영향관계의 규명을 통한 대고객 전략의 제안이 중요한 시기이다. 본 연구는 하이테크 제품에 대한 소비자의 교체구매의향이 소비자의 지각된 제품사용상황(perceived product-usage situation)에서 발현되어 제품속성 중요도 및 소비자 추구편익간의 조절적 관계를 통해 형성됨을 검증하였다. Fennell(1978)의 제안을 토대로, 첫째 소비자에게 지각된 제품사용상황을 제품관련 문제점이 지각된 사용상황(perceived situation of the product-related problems)과 심리적 욕구불만이 지각된 사용상황(perceived situation of the psychological frustration)의 두 차원으로 구성하고, 둘째 각각의 문제 상황이 특정 제품속성 중요도 평가에 미치는 영향관계를 검증하였으며, 셋째 소비자의 교체구매의향 유발에 영향을 미치는 제품 속성이 무엇인지를 구조방정식 모형에 근거하여 규명하였다. 연구 결과 하이테크 제품에 있어 소비자가 지각하는 제품사용상황 중, 첫째 제품관련 문제를 지각한 상황은 디자인, 브랜드, 주기능, 부가기능의 제품속성 중요도 평가를 증가시키며, 특히 주기능과 디자인, 브랜드 중요도는 교체구매의향으로 연계됨을 확인하였다. 둘째, 심리적 욕구불만을 지각한 상황은 제품의 디자인과 브랜드 속성중요도를 각각 증가시키며, 이중 브랜드 속성중요도가 교체구매의향을 증가시킴을 규명하였다. 또한 지각한 제품사용상황이 제품속성 중요도 평가에 미치는 영향은 소비자가 추구하는 편익에 따라 차이를 보이는 것으로 확인되었다. 본 연구의 시사점은 기존의 사용상황 연구에서 다루어지지 않았던 제품관련 문제 상황과 심리적 욕구 불만 지각상황이 소비자의 교체구매의향 형성에 미치는 영향관계를 규명함으로써 향후 교체구매 행동 연구의 토대를 마련하는 탐색적 연구로서 의의를 지닌다. 또한 기업의 하이테크 신제품 개발 전략 수립시, 소비자의 교체구매의향 발현을 위한 제품 컨셉 설정 및 마케팅 전략방향을 제시하고 있다. Intense competition among companies and replacement purchasing for consumers are features of a mature high-tech product market. Currently, suggestions for consumer strategy from investigations of the relationship between consumer experience and the formation of replacement purchase intention has become increasingly important. Consumers` perception of product-usage situation illicits a desire to purchase products and creates buying motives. It is important since it decides the direction in choosing a product(Fennell 1978). In the maturity phase of the hi-tech product market, the required time for consumers to understand products and to determine purchase intention becomes shorter. Amid the severe competition in the market, companies are required to establish consumer-attracting strategies by understanding perceived product-usage situations and by investigating how perceived product-usage situations lead to the formation of replacement purchase intentions. Consumers will make after-use evaluation of products. Then, the product-usage situation is expected to serve as a constraint, helping consumers to find countermeasures and narrowing down the criteria of the consumer`s decision(Bransford and McCarrell 1974; Ratneshwar and Shocker 1991). Moreover, consumers assess future choice alternatives based on the consumption cycle from purchase to use. The perception of product-usage situation assists consumers to select appropriate alternative products by inducing the retrieval process and reminding consumers of the measures they already know of. The perception of product-usage situation defines the range of alternatives and thus, serves as a frame for problem solving, which help consumers to find the benefits of a product they seek(Warlop and Ratneshwar 1993). In this respect, consumers` after-use product evaluation can be one of the important motives for the formation of replacement purchase intention along with the product-usage situation (Gardial, Clemons, Woodruff, Schumann, and Burns 1994). Especially, the situations subjectively perceived by consumers can be major factors affecting decision-making and other consumer behaviors(Kakkar and Lutz 1975). In this regard, the problems and complaints that consumers have during the use of hi-tech products will definitely influence after-use evaluation and the formation of replacement of purchase intentions. Therefore, verification of the aforementioned relationship is expected to bring to light new strategic points for further discussion. In addition, based on the means-ends chain model that explains the relationship between the results of product use and buying intention(Woodruff 1997), replacement purchase intention is assumed to be derived from the product-usage situation where consumers constantly try to perceive the results from the use of the product and from the process of re-evaluating the features of the product. This study verifies that consumer purchasing intention for product replacement of high-tech products is manifested by the perceived product usage and formed by moderating the relationship between the important product attributes and the benefits sought by the consumer. This study investigated the formation process of the replacement purchase intention based on the meansends chain model, a mechanism that explains how consumers` after-use evaluation of product features is connected to the replacement purchase intention in consecutive buying decisions. An empirical analysis verified that, in perceived product-usage situations, replacement purchase intention is formed by the customers` evaluation with much importance placed on the features that they particularly hope to acquire from the product. Fennell(1978) suggested that, first, two perceived product use situations were created as the perceived situation of product related problems and the perceived situation of psychological frustration. Second, the affect of the problem situation on the evaluation of importance of product attributes was conducted. Third, the product attributes that affect intention for replacement purchase were investigated based on structural equation models. Our results showed that for high-tech products, from the perceived product use situations that are perceived with product related problems increased the importance of design, brand, main function, and additional functions in product attribute evaluation. It was confirmed that main function, design, and brand importance led to replacement purchase intention. In perceived situations of psychological frustration, the importance of design and brand attributes increased, and identified with brand attribute importance was increased by intentions of replacement purchase. In addition, the influence of perceived usage situation on product attribute importance evaluation indicated a difference from the benefits pursued by consumers. The implications of this study are the identification of the affective relationship between product related problems and those psychologically frustrating situations caused by replacement purchase intention of consumers. This has not been addressed by existing product usage research. An empirical analysis verified that, in perceived product-usage situations, replacement purchase intention is formed by the customers` evaluation with much importance placed on the features that they particularly hope to acquire from the product. The significance of this research is that it sheds new light on the importance of considering product features when analyzing replacement purchase intentions. Re-evaluation of the importance level of the product features was confirmed to be one of the factors explaining the motive behind the replacement purchase intention. In addition, the perceived product-usage situation was confirmed to be an influential variable in the evaluation of the importance level of the product features. Product features were the main motive in the process of making a replacement purchase decision, which has not been studied to date. This study examined perceived product-usage situations where consumers used high-tech products and perceived the results from the use of the product. The situations were broken down into a functional one and psychological one. It was also confirmed that the discrepancy in the psychological part of a situation had a significant influence on the evaluation of the importance of the product features just as the functional part also did. Of note, it was also confirmed that there is a significant influence from the strengthened moderating effect, which is one of the sought variables for the subjective benefits that is caused by the individual differences between consumers. The moderating effect was observed to influence the perceived situation of psychological frustration about brand image for products. The moderating effect was also found to influence the perceived situation of product-related problems on the importance of the main function of products. The results of this study confirmed that the interaction effect of the sought variables for the subjective benefits, which is caused by differences between situations and consumers, have more influence on a consumer`s behavior than the independent influence of the situation. The reason is that the consumers` behaviors constantly change according to the situations(Belk 1974; Dickson 1982; Quester and Smart 1998). Our research is meaningful as an explorative study to provide foundation for future research on consumer replacement purchase behavior. In addition, our study suggests better product concepts and marketing strategy directions to induce consumer replacement purchase intentions and for companies seeking to establish development strategies for new high-tech products.

환추 전궁의 하부 부골

황정수(Chung-Soo Whang),정필현(Phil-Hyun Chung),서경진(Kyung-Jin Suh),강석(Suk Kang),김종필(Jong-Pil Kim),김영성(Young-Sung Kim),조재우(Jae-Woo Cho) 대한정형외과학회 2010 대한정형외과학회지 Vol.45 No.3

환추 전궁의 하부의 부골은 매우 드물며 골절과 같은 다른 병적인 상태와 혼동하지 않아야 한다. 저지들은 29세 남자의 환추 전궁의 하부에 생긴 부골을 경험하였기에 문한 고찰과 함께 보고하고자 한다. An inferior accessory ossicle of the anterior arch of the atlas is quite rare and should not be confused with other pathological conditions such as a fracture. Here we report a case of an inferior accessory ossicle of the anterior arch of the atlas in a 29-year-old male and a review of literature.

학교폭력에 나타나는 마음의 문제: 성경적 상담의 관점

황규명 ( Kyu Myeong Whang ) 한국복음주의 기독교상담학회 2011 복음과 상담 Vol.16 No.-

폭력은 우리 사회의 심각한 문제이다. 폭력이 이제는 학교 안으로 들어와 조직화되고 치명적이 되고 있다. 학교폭력의 원인에 대한 많은 연구가 있었고 가능성 있는 원인들이 발견되었다. 그러나 그중 어떤 것도 확실하지는 않다. 이와 같은 상황을 이해하려면 학교폭력에 관련된 사람들의 마음을 이해해야 한다. 인간은 하나님의 형상으로 창조되었지만. 인간의 마음은 죄 성을 타고 난다. 이 사실이 폭력에 관한 상담, 특히 가해자 상담에서 고려되어야 한다. 폭력의 피해자나 가해자나 모두 심리적 상처가 있을 것이다. 그들에게 하나님의 사랑과 그리스도 안에 있는 소망을 깨닫게 해야 한다. 그러나 보다 더 중요한 것은 그들의 죄 성에 관하여 하나님 앞에 나아가야 한다. 무엇이 그것을 가로막는가? 그들의 마음속에는, 그 어떤 존재가 자기의 인생에 대하여 시작과 끝을 주관하고 있다는 사실을 받아들일 수 없는 그 무엇이 있기 때문이다. 그들의 마음속에는 분노, 이기심, 교만, 사람에 대한 두려움, 탐심 등이 자리 잡고 있다. 그들에게 그리스도 안에 있는 새로운 생명과 정체성을 얻게 해야 한다. 학교폭력에 관련된 사람들, 특히 가해자가 그리스도의 은혜로 말미암아 자신의 죄 성과 하나님께 대한 반항을 깨닫고 새로운 시각과 마음을 얻는다면, 그 행동이 변화될 것이다. Violence is a serious issue in the society. School is not safe from the violence. School violence became a serious issue also. It is organized and brutal. Many studies have been made to identify the causes of school violence. Many possible causes were found but none of them were certain. To understand this kind of situation, it is important to understand the human hearts of people involved in school violence. The human being is created according to God’s image, but the human heart is sinful by nature. This fact must be considered in counseling people involved, especially the offenders. Offenders as well as victims have their own psychological hurts and wounds. They must be helped to realize the love of God and the hope in Christ. Their hurts must be taken care of, but more importantly their sinfulness must be brought to God. What keeps them from needing God? Something in them doesn``t want to face the Someone who has the first and last say about their lives. In their hearts, there are anger, selfishness, greed, arrogance, fear of man, etc. They must be helped to gain a new life and identity in Christ. If the people involved in school violence, especially the offenders, by grace of Christ, realize their sinfulness and rebellion against God, and gain a new sight and heart, their behavior will be changed.

지능의 요인이론 , 요소이론 , 다지능 이론의 비교분석

황정규(Joung Kyu Whang) 한국교육심리학회 1997 敎育心理硏究 Vol.11 No.1

육군 ○○사단에서 발생한 후송환자에 대한 임상적 고찰

황창선 ( Chang-seon Whang ) 국군의무사령부 1991 대한군진의학학술지 Vol.22 No.1

질산 팔라듐과 디메틸페닐실란의 반응

황영애 ( Young Ae Whang ) 상명대학교 자연과학연구소 2004 自然科學硏究 Vol.13 No.-

성주산 모란형 명당 관련 이토정 전설 고찰

황인덕(Whang In deok) 어문연구학회 2016 어문연구 Vol.89 No.-

이토정은 넓은지역, 다양한 유형의 전설을 낳은한국의대표적인 역사적 인물이다. 성주산은 한 지역의 명산이면서 모란형 명당 전설로도 알려져 왔다. 이 글은 성주산 모란형산의실체를확인하고, 이산에대한과거의관심이어떻게있어왔는지를살핀뒤, 이토정 전설로 전환된 모란명당 전설의 유형성과 인물상의 특징을 이해해 보고자 한 것이다. 성주산에 모란형 명당이 있다는 상상은 성주산의 일부가 꽃처럼 생긴 데에서 발단되었다. 이러한상호유사성을처음알게된것은아주오래전이었을것이다. 처음에는다만꽃과의유사성만 주목했을 것이다. 그리고 그것은 發牧丹(핀 모란)으로 불렸을 것이다. 그러다가 더 후대에 이르러 명당관념이 더욱 유행하면서 ‘발모란’이 ‘八牧丹’으로 와전되었을 것이다. 그리하여 조선 후기에 이르면서 명당관념이 만연하면서, 모란명당의 실체는 모호한 채 이름만 분분하게 많은 담설을 낳게 되었을 것이다. 그리하여 마침내 성주산 일대에, 그리고 심지어 성주산 영역을 넘는 곳까지 팔모란 전설이 넓게 확산되었다고 할 수 있다. 성주산 모란명당 관련 이토정 전설에 나타나는 인물상의 중심은 명당 잡기에 ‘실패’한유형이다. 이토정이명풍수인물상으로나타날것이라는피상적기대와는 완전히 다른모습이다. 이는 대략 풍수적 측면과 역사적 측면 두 가지 각도에서 이유를 설명할 수 있다. Yi To-jung is significant representative figure who had written various types of folk tales describing a wide range of in Korean history. Mt. Sungju is a mountain famous for its Moran propitious site tale. This paper tries to take an in-depth study on Moran type at Mt. Sungju and previous this mountain. Also this paper examines the typicality and the significance of characters in Moran propitious site tale which had been diverted to the folk tale of Yi To-jung. The Moran propitious site in Mt. Sungju originated from a flower shaped land at Mt. Sungju. had been a long time since first the between. At first, the similarity with the to as BalMoran. Then the concept propitious became popular BalMoran was as PalMoran the concept propitious sites had widespread in the late Joseon dynasty. This made the of Moran propitious site ambiguous and it resulted in imprecise, the folk tale of PalMoran spread around Mt. Sungju area. The from the folk tale of Yi To-jung related to Moran propitious site at Mt. Sungju failed in for propitious sites. is totally different from with Yi To-jung might be appropriate for Fengshui could be explained historical.

고집적 태양광 집속기의 새로운 광학적 설계 및 개발

황우성(U.S.Whang),양윤섭(Y.S.Yang),L.P.Bulat,조일식(Y.S.Cho),주문창(M.C.Ju) 한국태양에너지학회 1998 한국태양에너지학회 학술대회논문집 Vol.- No.-

아미노산 에스테르를 포함하는 Rh 착화합물의 합성

황영애 ( Young Ae Whang ) 상명대학교 자연과학연구소 2004 自然科學硏究 Vol.12 No.-

초기 성인기의 노인돌봄태도 영향 요인

황선아(Whang Sun A),양인숙(Yang In-Suk) 학습자중심교과교육학회 2020 학습자중심교과교육연구 Vol.20 No.15

The purpose of this study was to examine knowledge about aging, contact experience with elderly, aging anxiety, and attitude toward caring for the elderly, and to investigate the influencing factors on attitude toward caring for the elderly among early adulthood. Descriptive correlational and cross-sectional survey design was used. Data collected from Jan. 2018 to Jan. 2020, using self-administered questionnaire which included knowledge about aging, contact experience with elderly, aging anxiety, and attitude toward caring for the elderly. A total of 218 subjects who were early adulthood aging from 20 to 44 were recruited. The data collected were statistically analyzed by descriptive statistics, t-test, analysis of variance, Pearson s correlation coefficients, and multiple regression analysis. Subjects showed relatively low knowledge about aging, moderate level of contact experience with elderly and aging anxiety, and moderately high attitude toward caring for the elderly. The overall model significantly explained 61.2% of variance in attitude toward caring for the elderly (F=115.07, p<.001). Among predictors, contact experience with elderly (β=0.56, t=9.33, p<.001) and aging anxiety (β=-0.26, t=-4.24, p<.001) significantly affected attitude toward caring for the elderly. These results indicated that more positive contact experience with elderly and less aging anxiety, more positive attitude toward caring for the elderly. It is suggested to develop and apply strategic programs to improve the frequency and quality of contact with the elderly and reduce anxiety related to the aging process in order for the early adulthood group to have a positive attitude toward caring for the elderly. 본 연구는 초기 성인기 집단을 대상으로 노화에 대한 지식, 노인 접촉 경험, 노화불안, 노인 돌봄 태도를 파악하고, 노인 돌봄 태도에 영향을 미치는 요인을 규명하기 위해 시도되었다. 연구 설계는 서술적 상관관계 연구로, 2018년 1월부터 2020년 1월까지 노화에 대한 지식, 노인 접촉 경험, 노화불안 및 노인 돌봄 태도로 구성된 구조화된 질문지를 사용하여 자가 기입방식으로 자료를 수집하였다. 20세에서 44세에 해당하는 초기 성인기 대상 218명의 자료는 기술통계, t-검정, 일원분산분석, 피어슨 상관계수 및 다중회귀분석 방법을 이용하여 분석하였다. 연구 대상자는 상대적으로 낮은 노화에 대한 지식, 중정도의 노인 접촉 경험과 노화불안, 다소 높은 노인 돌봄 태도를 나타냈다. 모델은 노인 돌봄 태도에 61.2%의 설명력을 보였고(F=115.07, p<.001), 예측 변인 가운데 노인 접촉 경험(β=0.56, t=9.33, p<.001)과 노화불안(β=-0.26, t=-4.24, p<.001)이 노인 돌봄 태도에 통계적으로 유의하게 영향을 미치는 것으로 나타났다. 이러한 결과는 노인 접촉 경험이 긍정적일수록, 노화불안이 낮을수록 긍정적인 노인 돌봄 태도를 보임을 의미하는 것이다. 초기 성인기 집단이 노인 돌봄에 대한 태도를 긍정적 변화시키기 위해서는 단순히 노화에 대한 지식수준을 높이는 것이 아닌, 이들의 노인 접촉 빈도와 질을 향상시키고, 노화과정과 관련된 불안을 줄일 수 있는 전략적인 프로그램의 개발 및 적용을 제언하는 바이다.