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기업의 이미지가 고객의 만족 및 재구매에 미치는 영향에 관한 연구
최우석 ( Woo-suk Choi ),한문성 ( Moon-sung Han ) 아시아.유럽미래학회 2015 유라시아연구 Vol.12 No.1
Infinitely developing communication market resulting from radical advance of scientific technology is expected to boost competition even more; meanwhile, companies need to precisely understand consumer’s purchase behavior to sell their products and service in the market. There are a lot factors affecting consumer’s purchase behavior, however, this study is to identify how the symbolic image of cell phone manufactures affects the actual purchase behavior by investigating the influencing power that company’s symbolic image has on consumer’s purchase behavior. The study results are as follows. First, the measurement parameters used to verify the proposed hypotheses overall showed high degree of credibility and validity, leading to increase the trustworthiness of the study results. The acquired credibility and validity which are generally accepted in social science, in turn, guarantee the possibility of generalization of this research’s results. Second, the empirical analysis on how company’s symbolic image affected consumer satisfaction (CS) showed the following results. Regression analysis regarding company’s symbolic image on CS according to consumer purchase behavior indicated that, among the selected symbolic image factors, price, service quality and company ads had positive impact on CS, while accessibility did not. Among the symbolic image factors with positive impact on CS (price, service quality and company ads), price showed the highest relative importance, followed by service quality and company ads. Thus, consumers are most highly affected by price among the company’s symbolic images. Thirdly, the empirical analysis on how CS affects the intention of repurchase showed the following results. As shown in the verification of hypotheses above, CS has positive impact on the repurchase intention Finally, I believe that companies can grow their competitive power by generating the image founded by broad understanding of the proposed three factors with positive impact on CS, that is, price, service quality and company ads.
황민철 ( Min Cheol Whang ),임좌상 ( Joa Sang Lim ),김혜진 ( Hye Jin Kim ),김세영 ( Sei Young Kim ),한문성 ( Moon Sung Han ) 한국감성과학회 2001 추계학술대회 Vol.2001 No.-
인간의 각성은 감성의 한 차원을 차지하여 인간의 작업수행의 효율성에 미치는 영향을 끼치고 있다. 각성의 정확한 측정 및 분석은 인간의 작업에 생산성 극대화를 제시할 수 있다. 그러나 각성은 자극유형에 따라 모드(mode)가 다르게 나타난다. 본 연구는 이러한 각성의 유형에 따른 생리신호의 반응을 측정하여 각성별 정량화 방법을 제시하고자 한다. 20명의 대학생이 각기 다른 각성 자극인 신체적 각성 및 인지적 각성이 유발되었고, 그에 따른 생리신호 반응을 측정, 분석하였다. 결과적으로 각성의 유형은 중추신경계 및 자율신경계 별로 각각 다른 반응을 보였다.