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차수련,김두현 동국대학교 경제경영연구원 1996 經濟經營硏究 Vol.20 No.1
Most consumers engage in an information search process, scanning both internal and external sources of information. Comprehensive theories of consumer decision process have been conducted as the importance of this component and incorporated with a construct in models of the decision process. Even so, little is known about why we observe different amounts of external information search among consumers and how these amounts influence or are influenced by other salient decision process constructs. In addition, previous literatures not considered it as continuous circular relationship between internal and external search but managed each other dimension. And they differentiated between the degree of search and direction of information search. This paper examines what are determinants of impacting on the amount of external information search and why this difference occurs. The model is partially supported in an empirical test using data on recent purchasers of automobiles. The amount of external information search measured to a time increases as internal search degree decreases, and external search degree and external search direction increases. 1. The results is related positively to Amount of Information Stored in Memory, suitability of Information, Individual Involvement, Level of External Conflicts, Subjective Knowledge, and Application of External Information Source. 2. The Amount of External Information Search is rejected negatively to Degree of internal Conflicts, Psychological Search Cost and Easiness of Information Choice Environment, Level of Search Item Recognition But the amount of external information search measured as the number of search effort is insignificant to all determinants.
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차수련,강희석 동국대학교 경제경영연구원 2000 經濟經營硏究 Vol.24 No.1
This research is in search of the new criteria of market segmentation for Korea motorcar market. This market was usually segmented by price and basic demographics such as age, education and job and so on. In order to develop new criteria, we discuss also about some traditional segmentation methodologies and propose more effective method for this type of approach. Main topic of this research are as follows; We develop criteria which are made up of a lifestyle and demographics both. Quantitative criteria were mainly used up to the present, for it is easy to interpret and recalcurable. We are tring to mix quantitative and qualitative criteria instead, for this is more implicable and suggestive, besides also remeasurable. Using these types of segmentation criteria, we found 3 sub market segmentations such as 1. mental value oriented group which is mainly originated from white color, 2. conservative value oriented group which is mainly originated from housewives, 3. modern and new generation value oriented group which is mainly originated from specialists. Each group has different needs for car, we can build totally new market segmentation strategy for Korea motorcar market. This fact itself also suggestive in view of a concrete market analysis. We develop each group's ideal car concept positioning. Compared with old existent market segmentation, this type of approach based on lifestyle and demographics will give an intuition that is qualitatively more affluent and quantitative more stable.
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서비스만족과 재구매의도사이의 영향요인에 관한 실증연구 : 패밀리 레스토랑을 중심으로 Focus on Family Restaurant
차수련,김현근 동국대학교 경영대학원 1999 經營論叢-東國大學校 經營大學院 Vol.23 No.-
The importance of maintaining and managing the existing customers becomes greater as product life cycle has its mature period and customer loyalty is decreasing with their desires. The purpose of this study is to examine the factors which influent the relationship between service satisfaction and repurchase intention. Previous research has mostly focused on understanding the factors which influence the service quality evaluation and how these service quality/satisfaction affect both repurchase intention and word of mouth. Many research about the repurchase intention after the satisfcation have supported the theoretical paradigm that service quality/satisfaction has a positive impact on the repurchase intention after satisfaction. The results of many studies on service satisfaction show that the higher service satisfaction is, the higher repurchase intention becomes. But in the service industry, there has been many cases against the paradigm mentioned above. therefore, adding the individual propensity to search for the variety and the alternative attractiveness as the moderating variables to the previous research paradigm, this study examines what effects the two variables have on the formulation of repurchase intention. For an hypothesis inspection. I did a survey with the subject of family restaurant customers. The questionaire was designed on reference of previous literature. The questionaire were presented to adult consumer who are selected on random sampling method. Within the 150 distributed questionaire, and 119 were analyzed. To examine difference among groups, mainly T-test and Anova were used as analysis tools. The study obtained the following empirical results. It turned out that the propensity to search for the variety did not has meaningful influence on relationship between satisfaction and repurchase intention. This result is due to the interpurchase frequency. The majority of sampling(62.2%), whose interpurchase frequency was one time a month. That is to say, under the long interpurchase frequency, the propensity to search for the variety is not so influential in repurchase intention. Alternative attractiveness affects repurchase intention and that degree is influenced by the relative service involvement. therefore, consumers can switch to other service even after the satisfaction. This study offers two implications: Firsy, this study deals the post-satisfaction stage that the previous reserch has overlooked. Second, this study provides two new variables - the propensity to search for variety and alternative attractiveness - that theorecal paradigm about the relationship between service satisfaction and repurchase intention.
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차수련,채연수 동국대학교 대학원 1990 大學院硏究論集-東國大學校 大學院 Vol.20 No.-
In the Marketplace, consumer buy that the various product classes are represented by numberous brands, The total set is composed of al brands within a product category that exist in that market, However, consumers may not be aware of all of the brands that exist. Thus there is an awareness set and an unawareness set. The consumer makes a purchase choice from among the brands in the awareness set. The awareness set consists of evoked set. inert set(consisting of brands for which the consumer has insufficient information for evaluation), and inept set(consisting of those brands the consumer has rejected from purchase consideration). The brands that become alternatives to the buyer's choice decision are generally a small number. collectively called his evoked set. A brand would be an element of the buyer's evoked set if he would consider it as an alternative if purchase decision were made now. To evaluate the products in the evoked set. a consumer establishes a set of criteria against which to compare the products' characteristics. These criteria are characteristics or features that are desired (or not desired ) by the buyer. A consumer evaluates a brand on the basis of a number of choice criteria. These criteria are the standards and specifications the consumer uses in evaluating product and brands. They define the preferred product brand features that a consumer seeks in a purchase and be either objective of subjective in nature. Virtually any type of product-related consequence can be a choice criterion in a brand-choice decision, induding salient beliefs about functional consequence. psychosocial consequence or value consequence. Evaluative criteria may vary from one consumer to another and change over time. The number and type of evaluative criteria may vary by product. Consumer decision (or choice) rules are procedures employed by consumers to facilitate brand choice, Such rules serve to reduce the burden of making complex decisions by providing guidelines or routines that makes the process less taxing. Consumer choice rulues have been broadly classified into two major categories : comepensatory rule and noncompensatory rules. In following a compensatory decision rull, a perceived weakness or negative evaluation on one criterion in compensated for by a positive evaluation on another criterion. Seprate evaluations for each choice alternative are combined to form overall evaluation of each one. Then highest-rated alternative is chosen. In comparison. non compensatory rules do not allow consumer to balance a positive evaluation of a brand on one attribute against a negative evaluation of the same brand on some attribute. There are four rules in noncompensatory rules: conjunctive, disjunctive, lexicographic and sequential elimination rule. Consumers using noncompensatory rule establishes a minimum acceptable level for each choice criterion. In conjunctive rule, consumer accept an alternative only if every citeria equals or exceeds the minimum cutoff level. In disjunctive rule, a product is acceptable if it exceeds the minimum level on at least on criterion. In lexicographic rule, consumer ranks choice criteria from most to least important and choose the best alternative on the most important criterion consumer using elimination rule selects one criterion and eliminates all alternatives that do not exceed the cutoff level. He continues eliminating alternatives until one alternative remains and chooses it. It is important for marketer to determine whether his brand is perceived as being in the consumer's evoked, inert, or intept set, Marketer should know consumer's choice criterion and rules. Thus he can influence consumer to buy his brand.
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