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      • KCI등재

        What makes Consumers to Prolong their Consumption on Perishable Food beyond Its Expiration Date?

        서현석,주형준 한국마케팅학회 2013 ASIA MARKETING JOURNAL Vol.15 No.2

        Consumers empty perfectly safe to intake perishable foods everyday if they are older than what prints on expiration date. The variation in expiration dating is freshness labeling represented in various terms such as sell by, package, best before, and so on. Regardless of the terms used and meanings are attached, consumers tend to conceive of freshness labeling on food as end of its shelf-life. Consequently, the food waste becomes a big issue for businesses in food sector. In an effort to demonstrate flexibility on this, KFDA(Korea Food & Drug Administration) introduced “best before” date in domestic market place to reduce food waste, based on the food safety test conducted by KCA(Korea Consumer Agency 2009). The results indicated freshness labeling on food should not be considered as the end of its life. Current study examined the underlying mechanisms(i.e. risk perception, self-construals, and indecisiveness) that influence consumers’ intention on prolonged consumption of food beyond its stamped date when the KCA test results are shown to them. In addition, the moderating effect of regulatory focus is tested in the causal relationships between underlying mechanisms and different groups of prolonged consumption intention. Study participants are divided into three groups of prolonged consumption intention: no-change, moderate-change, and wide-change. The group with moderate-change in intention being as our point of reference, logistic regression analyses are conducted on 276 sample population. The results indicated that consumers with high source credibility risk are likely to show wide-change in intention on prolonged consumption while physical risk did not show significance. The consumers with independent self-construal are likely to show no-change in intention on prolonged consumption while interdependent self-construal did not show significance. Indecisiveness showed association a group with wide-change in intention on prolonged consumption. The moderating effect of regulatory focus showed valid results in most situations; the promotion-focused consumers showed wide-change in intention, while prevention-focused consumers showed no-change in intention. Furthermore, the moderating effect of promotion-focus showed a dominant position over the causal effect of indecisiveness in which decisive consumers(i.e. no-change in intention); if they are promotion-focused they tend show for the wide-change in intention instead. It is important to note that for those promotion-focused consumers(or situations), promotion-related arguments are more effective, while for those prevention-focused consumers(or situations) prevention- related arguments are more effective means of persuasion.

      • KCI등재

        Why Genuine Luxury Brands Are Consumed? Counterfeits? Examining Consumer Identification

        서현석 한국마케팅학회 2012 ASIA MARKETING JOURNAL Vol.14 No.3

        Owing to increased number of luxury brand users, both genuine and counterfeit luxury product consumption continues to increase every year. Luxury brand is defined as use or display of a particular branded products which brings the ownership prestige apart from its functional utility(Grossmand and Shapiro 1988). Some luxury brands have imitations sold in marketplace due to their popularity. These imitations or counterfeits have been jumping on the bandwagon of the upturn in sales of their originals. The purpose of our study is to understand consumer’s underlying motives to consume luxury brands, genuine and or counterfeits. To do this, we propose functional theories of attitudes, decision-making styles, and life attitudes to form the determining causes for different consumption choices of luxury brands: genuine brands, counterfeit brands, both genuine and counterfeit brands, and no consumption on luxury brands types. In proposed causal pathways, we examine moderated effects of socio-psychological factors to further investigate if consumer profiles would exert influences in causal relationships. From the existing theories of functional attitudes: value-expressive and social-adjustive attitudes, we developed and introduced a new measure of rationality-consumptive attitude. From the existing eight decision- making characteristics of consumer styles inventory(CSI), three measures of high-quality, hedonic- shopping, and price-shopping styles were primarily applied in the study along with newly introduced measure of ‘high-price’ being added, which makes four total. Seven life attitude measures of life purpose, life control, will to meaning, goal seeking, future mean to fulfill, life satisfaction, and religiosity were applied. Finally, such socio-psychological measures as age, gender, marital status, income, and age-gap between couples were assumed to function as moderators. With 430 valid study samples, ages from 20s to 50s, with more females(316) than males(114), with average personal possessions of 5 genuine and 9 counterfeit luxury brands, we conducted questionnaire survey. Results indicated that social-adjustive function is totally disappeared in the relationship due to current social trend of widespread consumptions on both genuine and counterfeit brands which in turn, make consumers feel less special on wearing or carrying them unlike in the past. Self-expressive function and rationality-consumptive functions act as strong catalysts for genuine brand consumption and counterfeit brand consumption, respectively. On consumers’ decision-making styles, high-price sublation is the most powerful indicator anticipating counterfeit consumption, even more powerful than personal incomes. In life attitude, the overall model fit was not validated, and only life control and life satisfaction are proven to be significant on both genuine and counterfeit product consumptions. Employment of socio-psychological factors in the model improved understanding of users further. Young consumers tend to go for genuine products over counterfeits. Consumers in different income groups; low, medium and high, all significantly consume genuine products for reasons of different decision-making styles. The results indicated that consumers whose personal disposition is predisposed to consume products in the form of reflection of his or her personality, go only for genuine brands for quality reason, while consumers who rationally consume products for its function or usability, go only for counterfeits for high-price sublation reason. Meanwhile, both product users support for high-price orientation who are not well off.

      • 학습자가 생성한 묘사 텍스트에 관한 연구

        서현석 全州敎育大學校 初等敎育硏究所 2006 初等敎育硏究 Vol.31 No.2

        이 연구는 학습자가 생성한 묘사 텍스트를 분석함으로써, 대학 글쓰기 교육의 개선 방향을 모색하는 데 목적이 있다. 묘사는 서사를 거쳐 설명과 논증으로 나아가는 가장 기본적인 서술 방법으로 볼 수 있다. 대상에 대한 흥미와 관찰력이 뒷받침되지 않고는 구체적이고 생생하게 묘사하는 것은 어려우며, 묘사 텍스트에는 필자의 고유한 가치관과 관심이 반영된다. 이러한 점에서 묘사적 텍스트 생성하기 활동은 예비 교사를 위한 글쓰기 강좌의 출발점으로서 교육적 가치가 충분하다. 또한 묘사적 글쓰기 능력은 추후 설명이나 논증의 글쓰기로 자연스럽게 연결될 수 있으며, 교육자적 자질을 함양하는 데 밑거름이 되기에 교육대학교 글쓰기 강좌에서 좀 더 효과적으로 다루어져야 할 필요가 있다. 학습자가 생성한 묘사 텍스트 사례를 분석한 결과, J교육대학교의 신입생들은 매우 다양한 수준의 묘사적 글쓰기 양상을 보였으며, 이는 곧 개별화된 글쓰기 교수·학습을 통한 좀 더 적극적인 교육적 처치가 요구됨을 시사한다.

      • 단순화된 볼륨요소 개념을 이용한 인쇄회로기판 동 특성에 관한 연구

        서현석,채장수,김춘삼,Seo, Hyeon-Seok,Chae, Jang-Su,Kim, Chun-Sam 통신위성우주산업연구회 2002 Joint Conference on Satellite Communications Vol.2002 No.-

        인쇄회로기판은 다수의 구리 적층판과 글래스 에폭시로 구성되어진다. 각 구리적층판은 최적의 임무수행을 위해 복잡하고 서로 다른 형태의 패턴을 가지게 된다. 이 때, 기판의 강성은 각 적층판에 많은 영향을 받고 있으며, 이와 같은 이유로 기판의 동특성값인 강성의결정이 중요하게 되었다. 다목적 실용위성에서 사용된 전력조절기는 크게 2가지 형태의 보드를 장착하게 된다. 본 연구에서는 다목적 실용위성의 전력조절기에서 사용된 기판의 강성 결정을 위한 방법을 제시하고 복합소재 고전적 이론을 이용하고자 하였다. 또한 실제 진동환경시험을 통한 결과를 토대로 이와 같은 방법을 입증하고자 하였다. Printed Circuit Boards are composed of multi-layered copper(CU) plate and glass epoxy. Each copper layer has the complicated and different pattern to correctly operate for its mission. In that case, PCB(Printed Circuit Board) stiffness are affected by the copper layers. By reasoning of this complicated copper layer pattern, it is difficult to determine the PCB stiffness. Solar array regulator for KOMPSAT(Korea Multi Purpose SATellite) has two type of PCB. In this study, the methodology of calculation of the PCB stiffness for KOMPSAT SAR unit is suggesteol considering the concept of simplified representative volume element and it will be correlated with the results under KOMPSAT vibration test condition.

      • KCI등재

        CRM 특성요인이 소비자 브랜드 태도에 미치는 영향에 관한 연구: 제품 관여도와 공익연계 메시지 표현유형의 조절효과를 중심으로

        서현석,이종만,나윤규 한국마케팅학회 2007 ASIA MARKETING JOURNAL Vol.9 No.2

        The "cause-related marketing (CRM)," generally defined as a mutually beneficial relationship between a company and a non-profit relationship or a social cause, which is perhaps the most progressive outgrowth of marketing trend. This paper contributes to, and looks at the practical issues of CRM and its effect on the brand attitude of the customer. To do so, following three broad research questions have been addressed. Which cause-related orientation is effective on customer's attitude of the brand? Which type of cause-related message provides crucial impact on customer's attitude of the brand? How product category acts upon and brings about different consequences on CRM? To address these questions, a causal model has been developed incorporating message type, product relevance, social significance, and brand attitude. The study model was tested with survey data collected from 400 career professionals and students in Seoul and statistically processed the 176 valid ones. The results of the study considerably supported the conceptual model. The analysis also revealed that the study population was not able to detect the differences in CRM strategies but tend to conceptualize them as a whole. 공익연계 마케팅 (cause-related marketing or CRM)은 기업과 제품의 이미지 향상이나 브랜드의 정신적․윤리적 가치를 구축하는 강력한 하나의 수단으로 점점 더 그 활용 가치가 높아지고 있다. 본 연구에서는 공익연계 마케팅 활동의 성과에 영향을 미치는 여러 요인들 중 공익의 특성, 제품의 관여도, 그리고 메시지의 특성에 따른 소비자 브랜드 태도에 대한 영향력을 검증하고자 한다. 연구의 검증을 위해 다음과 같이 크게 3가지 연구문제를 정선해보았다. 공익의 특성에 따른 소비자의 브랜드 태도는 어떻게 다른가? 공익연계 메시지 표현유형에 따른 소비자의 브랜드 태도는 어떻게 다른가? 마지막으로 제품의 관여도에 따른 소비자의 브랜드 태도는 어떻게 다른가? 이러한 연구문제들을 중심으로 공익의 특성, 제품 관여도, 공익 메시지 표현유형, 그리고 소비자의 브랜드 태도 간의 인과관계들을 나타내는 모델을 세우고 연구를 수행했다. 서울에 거주하는 20~40세의 직장인들과 학생들을 연구대상으로 총 400부의 설문지를 배포하고 이중 유요한 176부의 회수된 설문에 대한 데이터를 이용해 통계분석을 수행했다. 분석결과 연구모델 및 가설들이 잘 증명되었으나, 연구대상들은 공익의 특성의 차이점에 대해 인식을 못하는 것으로 나타났고 이는 우리나라 소비자들이 아직까지는 공익의 특성에 대한 차별적 인식보다는, 공익 그 자체에 대해 포괄적으로 인식하는 경향이 있음을 뒷받침 한다.

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