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The Influence of Korean Restaurants Experience on Intention to Visit Korea
장서연 (사)한국조리학회 2020 한국조리학회지 Vol.26 No.2
As food in tourism becomes a huge part in tourism, many countries such as Taiwan, Malaysia, Thailand and South Korea focus on promoting their ethnic foods and restaurants abroad to attract potential tourists. This study focuses on this issue, exploring whether there is any motivational factor for people to visit those restaurants, which would lead them to visit the origin country of the restaurants. This study was conducted in Thailand setting, and South Korea was selected as a destination for the study. This study tested relationship between people’s motivation to visit ethnic restaurants and their intention to travel, as well as the influence of ethnic restaurants experiences on intention to visit the origin country by comparing two groups who had been to Korean restaurants and who had not been to. Cultural difference was found and discussed as well.
글로벌 SPA 브랜드 가치제안 요소가 소비자-브랜드의 관계, 태도 및 충성도에 미치는 영향 : ZARA, H&M, UNIQLO를 중심으로
장서연,박재기 한국국제경영관리학회 2015 국제경영리뷰 Vol.19 No.1
본 연구는 국내에 진출한 글로벌 SPA 브랜드를 대상으로 브랜드 가치제안요소에 따른 편익 과 비교가격의 인지가 소비자-브랜드 관계와 브랜드 태도 형성에 어떠한 영향을 미치며 형성된 관계와 태도, 충성도 간 관계에 대하여 알아보고자 한다. 연구의 신뢰성과 타당성 검증을 위하여 구조방정식 모형을 이용하여 모형적합도를 검증한 후 경로분석 통해 가설을 검증하였다. 본 연구에서는 글로벌 SPA 브랜드의 가치제안 요소를 기능적, 정서적, 자아표현적 편익, 비교가격으로 구성하여 브랜드와의 관계와 브랜드 태도, 충성도에 미치는 영향을 분석한 결과 기능적 편익보다 정서적, 자아표현적 편익, 비교가격에 대한 인지가 높을수록 브랜드 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 즉, 제품이 가지고 있는 물리적 속성에 따른 기능적 편익보다는 소비자들에게 브랜드를 사용함으로써 느낄 수 있는 만족감이나 즐거움, 애착을 느낄 수 있도록 정서적 편익과 자아표현적 편익을 강조하며 이를 전달하고 자극할 수 있는 마케팅 전략이 필요함이 제시되었다. 또한 브랜드는 소비자와의 다양하고 깊은 마케팅 커뮤니케이션을 통하여 소비자와의 장기적 관계를 구축할 수 있어야 할 것이다. Global SPA(Specialty store retailer Private label Apparel), a fast fashion brands with low price and high quality has recently jumped into the Korean clothing market resulting a phenomenal increase in its market share in no time. This study sought to investigate the effects of the factors of value propositions, which the global SPA brands can offer to the consumers, on the loyalty they feel about the brands. To achieve this objective, we organized these factors into 4 categories: functional benefits, emotional benefits, self-expressive benefits and relative price. In this study, we generated the hypothesis that the factors of the value propositions form a positive consumer-brand relationship, which in its turn, has a positive influence on the (favorable) attitudes toward the brands, and eventually contributes to the formation of a positive brand loyalty. The analysis concluded that all factors of value propositions above, excluding functional benefits had a positive influence on the consumer-brand relationship, the attitudes towards the brand and the formation of consumer loyalty. Also, it was found that the positive consumer-brand relationship formed through the factors of value propositions had a significant influence on their attitudes toward the brands. These results imply that the brands need to build long-term relationships with customers through various and deep marketing communications.
지각된 소비가치와 구매의도의 관계에서 나르시시즘의 조절효과에 관한 연구
장서연,박재기 한국마케팅관리학회 2020 마케팅관리연구 Vol.25 No.3
The consumption trend in capitalism society is already moving toward direction that is self-centered and emphasizing the personal value. The narcissistic tendency of contemporary consumers is closely linked to and affects the consumption behavior in various ways. The consumers with strong narcissism place priority on their own taste, expression of values, and satisfaction and have consumption pattern while not being conscious of others' eyes or custom. In this study, we want to investigated narcissism has a moderating effect on the relationship between the consumption value of high involved product and purchasing intention. The results of hypothesis test showed that all the consumption value factors of high-involvement products had significant effect on purchase intention. The sub-factors of narcissism, through the factor analysis, were classified into superiority/self-sufficiency, exhibitionism/self-admiration, entitlement, and authority/leadership. The moderating effect by sub-factors are as follows: exhibitionism/self-admiration had significant moderating effect on social, emotional and epistemic value. In addition, the higher entitlement sub-factor was shown to have significant moderating effect on social and conditional values and authority/leadership had significant moderating effect on social value. The consumers with strong narcissism perceived high-involvement products more clearly, which had a positive effect on purchase intention, indicating that the various symbolic meanings of a product are maximized when the owner has desire to show off proudly a belonging to reference group or his/her position. This may be explained that the novelty, curiosity, and related values of consumption, which promote the consumption of the product, as well as the uniqueness and rarity of the highly involved product, make narcissism consumers to perceive the differentiation of the product, leading to more positive effect on purchase intention. The marketing targeting these customers requires a strategy that seeks to sale of limited products that highlight the product's rarity or that emphasizing newness, uniqueness and differentiated character of product that is completely different from other products. 자본주의 사회에서의 소비트렌드는 자기중심적이고 개인의 가치를 중시하는 방향으로 나아가고 있 다. 현대 소비자의 자기애 성향은 소비행동과 밀접하게 연관되며 다양한 형태로 영향을 미칠 수 있다. 자기애가 충만한 소비자는 자신의 취향 및 가치관 표현과 만족을 최우선으로 여기는 한편 타인의 시선 이나 관습에 얽매이지 않는 소비 패턴을 보여준다. 본 연구에서는 고관여 제품의 소비가치와 구매의도 의 관계에서 나르시시즘이 조절적 영향을 미칠 수 있는지에 대하여 알아보고자 하였다. 나르시시즘은 우월감/자부심, 자기과시/자기찬미, 권위/리더십, 특권의식과 같이 4개의 하위요인으로 분류되었으며 고관여 제품(명품, 보석, 고급자동차 등)의 소비가치 모두 구매의도에 유의한 영향을 나타냈다. 나르시 시즘 요인 중 자기과시/자기찬미 성향은 사회적, 정서적, 진귀적 가치에 유의한 조절영향이 나타났으며 권위/리더십 성향이 강한 소비자에서도 사회적 가치에 조절효과가 유의하였다. 특권의식 성향은 사회 적 가치 및 상황적 가치에 유의한 조절효과가 나타났다. 이는 나르시시즘 소비자들로 하여금 제품이 지 니고 있는 다양한 상징적 의미가 준거집단의 소속감이나 자신의 지위를 과시하고자 할 때 극대화 된다 는 것을 보여준다. 제품이 갖는 독특성이나 희소성뿐만 아니라 제품의 소비를 촉발하게 되는 새로움, 호기심과 관련한 소비가치는 나르시시즘 소비자로 하여금 제품에 대한 차별성을 인식하고 구매의도에 더욱 긍정적인 영향을 미칠 수 있게 된다. 따라서 제품의 희소가치를 부각하는 한정제품의 판매나 기존 제품과는 완전히 다른 특별한 사람만이 사용할 수 있다는 메시지를 전달할 수 있는 마케팅 전략이 필요 할 것이다.
장서연 한국무역연구원 2017 무역연구 Vol.13 No.4
As culinary tourism becomes a trend in tourism, many countries pay attention to develop the gastronomic part of the attractions in destinations. Countries such as Thailand, Taiwan, Malaysia and South Korea support their ethnic restaurants abroad as one of marketing strategies to promote culinary related tourism. They believe that once people try to their food in their home country, they will have more favourable attitude to the ethnic food and culture of the food origin, and once they like the food, they will eventually visit the origin country of the food. This study explored this assumption, by testing relationship between people’s motivation to visit an ethnic restaurant and their intention to travel. Among ethnic restaurants, Asian restaurants were selected, and after examining the relationship between Asian restaurant visiting motivation and intention to travel, South Korea was selected as a destination for the comparison between those who had been to Korean restaurants and who had not been to among origin countries of Asian restaurants. The result shows that among motivations to visit Asian restaurants, desire to learn about something new and other cultures explains customers’ intention to travel to a country. This study was conducted in UK setting.
장서연,황솔지,정지은,김여진,Jang, Seo-Yeon,Huang, Sol-Jil,Jeong, Ji-Eun,Kim, Yeo-Jin 대한한의정보학회 2015 大韓韓醫情報學會誌 Vol.21 No.2
Purpose: The purpose of this study was to examine hospital nurses' nursing activities changes after DNR(do-not-resuscitate) decision. Methods: The subjects were 120 registered nurses working in two university hospitals. The data were collected from September 1 to September 15, 2015 using self-report questionnaires. The data were analyzed using SPSS 20.0 program. Results: DNR awareness of the educational needs was very high(91.7%). But DNR educational experience was low(59.2%). Nursing activity change was classified as the physical, emotional, spiritual, and social areas. There were significant difference among religion(F=3.459, p=.010), working unit(F=3.410, p=.036), DNR awareness of the educational needs(t=5.048, p=.027), DNR educational experience(t=-2.816, p=.006) and nursing activities changes. Conclusion: Nurses are needed DNR educational programs to take care of DNR patients. And the criteria for nursing activities related to DNR is required.
Motivation to Visit Ethnic Restaurants and its Relationship with Travel Intention
장서연 한국이벤트컨벤션학회 2022 이벤트 컨벤션 연구 Vol.18 No.1
Purpose – The purpose of this study is to explore 1) what motivates people to visit ethnic restaurants, 2) to explore if there is any direct link between those motivations and travel intention to visit the origiin country of the restaurants and 3)if there is any influence of ethnic restaurant experience on the link between them. Design, data, and methodology –Target population was those who had eaten in at least one of ethnic restaurants in Korea. The data was obtained through online survey and a total of 428 valid cases were obtained. Motivations to visit ethnic restaurant were measured by items adopted from previous studies, and factor analysis was performed. Stepwise regression analyses were performed to explore relationships between motivations and intention, and the influence of ethnic resturant experience. Result – General restaurant attributes were found to be a critical factor that motivates people to visit the ethnic restaurants and that has influence on customers’ intention to visit the origin country along with cultural elements. Conclusions – The results offer some insights to owners of ethnic restaurants and marketers in tourism indutry who hire food as their marketing tool. Theoretically, this study provides motivational factors that attract people to visit ethnic restaurants. This study attempted empirical test to see if there is any direct link between motivational factors to visit ethnic restaurants and travel intention.
Measuring British Customers’ Motivations for Visiting Asian Restaurants
장서연,김영국 한국무역연구원 2015 貿易 硏究 Vol.11 No.6
Abstract Asian food has grown quickly in the international market, and it is one of the major trends in the restaurant industry, which is also often used as a way to promote national cultures by supporting and creating overseas restaurants serving own ethnic cuisines. However, there has been little empirical study to develop measurement to assess why people choose to go to Asian restaurants over other kinds of restaurants. From this point of views, this study attempted to develop a measurement scale for those motivations. Also, this study focused on Asian restaurants in the U.K., one of top five international tourism spenders. Participants were restricted to British people who have eaten in at least one of Asian restaurants such as Japanese, Chinese, Thai or Korean. Respondent rated the items using a 7-point Likert scale. The questionnaire was administered as an online survey. Total 148 valid responses were obtained. As the results, five motivational factors were found: (1) Novelty, Learning and Culture, (2) General Restaurant Attributes, (3) Sensory Appeal, (4) Health Concern, and (5) Change and Escape. Also, seventeen-item final scale was developed and confirmed with acceptable reliability and validity.