제품평가요소가 소비자태도에 미치는 영향 : 셀롤러폰과 PCS를 중심으로 Focus on Cellular-Phone and PCS

차수련,함영봉 동국대학교 경영대학원 1998 經營論叢-東國大學校 經營大學院 Vol.22 No.-

The purpose of this study is to offer some cue that to predict consumer attitude in the future market, to make an attitude on the product through the evaluation factors. The attitude was measured with four category as the factor of personal effect : experience, involvement, product knowledge, subjective norm. Involvement was used not to measure the attitude. but to extract of high-involvement. This study largely consist of literature review. hypothesis generation and experiment. At first this studies involved in this topic, and then built systematic models based on literature review and generated several hypothesis about personal factors : experience, product knowledge and subjective norms. On experiment objective, the reason of it to choice, it's definition, and recent situation are reviewed to base the hypotheses. To test hypotheses, I examine reliability, validity, and multi-regression analysis. In experience category, the factors passively influenced the attitude. In product knowledge, is influenced positively or negatively the attitude. Finally, in subjective norm, it's all factors negatively influence the attitude. It is to be against that the previous studies(SB influence positively the attitude.). Shortly, experience and product knowledge influence the consumer attitude, but subjective norm is not on the cellular-phone and PCS. This study has also a limitation that the results difficult generalization because the sample is limited by 20-30 ages. But the study can offer some cue that to predict the attitude and to make an attitude on the products in the future market.

淑女衣類賣場의 서비스 品質의 測定道具에 관한 硏究

차수련,홍주빈 동국대학교 경영대학원 1997 經營論叢-東國大學校 經營大學院 Vol.21 No.-

海外市場調査와 國際 마아케팅

차수련,지용선 동국대학교 대학원 1990 연구논집 Vol.20 No.-

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.

서비스만족과 재구매의도사이의 영향요인에 관한 실증연구 : 패밀리 레스토랑을 중심으로 Focus on Family Restaurant

차수련,김현근 동국대학교 경제경영연구원 1999 經濟經營硏究 Vol.23 No.1

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 various 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 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: First, 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.

海外市場調査와 國際 마아케팅

차수련,지용선 동국대학교 대학원 1990 大學院硏究論集-東國大學校 大學院 Vol.20 No.-

International Marketing management is faced with three basic demensions. The first is whether to engage in international marketing activities at all. Secondly, if a company decides that it wants to do business in international mark ets, then a decision had to be made concerning what specific individual markets are to be served. Finally, the company must determine how it is going to serve these markets includes planning and strategy with regard to products, promotion, channels of distribution and price. But, a firms international marketing mix was surrounded by uncontrollable external environment within which it must operate. In this article, my concern is primarily with the foreign environment, as it is the demension which may affect the exporting business firm in ways that the firm finds unfamliar. There are many distinct components of the environment which can affect the exporting company. Therefore, the exporting company must to find the opportunities and threats in foreign market after it researches the firms export potential. Often the export marketing research is a more difficult and comples task than the domestic marketing research. however, the same principles and practices of conducting secondary and primary research that are available to domestic marketers are available to export marketers.

Experimental Study on Adherence and Invasion of Staphylococcus aureus to Human Gingival Fibroblasts

차수련,박정우,민흥기,이재연,성창우,변상기 원광대학교 생체재료·매식연구소 2000 원광생체재료·매식 Vol.9 No.1

Though S. aureus has been generally not considered to be an intracellular pathogen, Recent research is being focused on intermalization of several bacteria to various host cells. This study was designed to certify that S. aureus itself can internalize human gingival fibroblasts(HGFs) and to evaluate the characteristics of adherence and invasion procedure of S. aureus to human gingival fibroblasts through the process treated with cytochalasin B and D. Penicillin-resistant wild type S. aureus PT2 which were isolated from patients and cultured normal HGFs obtained from patients practiced crown lengthening were selected as a specimens. Adhesion and invasion were demonstrated by recovery of viable organisms from gentamicin-treated HGFs. Adhesion and Invasion was found to be time-dependent manner up to 30 minutes, increased relatively in incubation time. Bacterial adhesion and invasion to HGFs occurred via a cytochalasin B- and D-sensitive process. To clarify dose-response of cytochalasin B and D on S. aureus invasion to human gingival fibroblasts, Cells were infected with S. aureus in the presence or absence of different concentrations of cytochalasin B or D for 30 min. Cytochalasin B and D decreased the number of recovered S. aureus colonies. Inhibition of bacterial invasion were more sensitive to cytochalasin D than cytochalasin B. In data obtained hereby demonstrate that S. aureus can adhere on and invade human gingival fibroblasts via a cytoskeletal actin protein-dependent process. Like above, S. aureus may invade to human gingival fibroblasts via cytoskeletal microfilaments.

消費者의 購買選擇에 관한 理論的 考察

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.

우리나라 자동차 시장 세분화 전략에 관한 연구

차수련,강희석 동국대학교 경영연구원 2001 경영과 사례연구 Vol.24 No.1

제조업의 유통지향전략에 대한 연구

차수련 동국대학교 경영대학원 1996 經營論叢-東國大學校 經營大學院 Vol.20 No.-