온라인 커뮤니티 회원들의 가치제안이 브랜드 애착에 미치는 영향

한광석,Han, Kwang-Seok 대한경영정보학회 2007 경영과 정보연구 Vol.21 No.-

This research intends to check what value and convenience the on-line brand community members pursue and how such value and convenience affects brand affection. Researching on-line brand community members of ipod, it was found that their value and convenience is composed of 3 types, namely, functional value, emotional value and self-expression value and the concept of brand affection is composed of 3 subsidiary factors, namely, 'love', 'interest' and 'immersion.' Checking how the functional, emotional and self-expression convenience of on-line brand community members affected brand affection, the following result was found. First, functional value and convenience has significant influence on the love affection only at the level of brand affection and has no influence on the relational and immersion affection. Second, self-expression value and convenience has significant influence only on the love affection of brand like functional value and convenience. Third, it was found that emotional value has significant influence on the 3 dimensions of brand affection, namely, love affection, interest affection and immersion affection.

헤도닉모형을 이용한 어항개발 정책 평가 연구

한광석(Kwang Seok Han),이교섭(Gyoseob Yi) 한국정책분석평가학회 2011 政策分析評價學會報 Vol.21 No.2

The hedonic model has been used to measure the environmental values such as air quality, characteristics of housing price and so on. Also, recently, hedonic model is used for nonmarket evaluations such as safety value of vehicles, value of wine, characteristics value of computer, and so on. This study aims to analyze economic impacts of fishing port development projects on the fishing communities’ land price by using a hedonic model. The model of the paper was based on the hypothesis that the value of land of fishing port area is affected by the level of development of fishing industry and the existence of support facilities. As a result, the existence of fishing port has statistical significance on the increase of the land price of fishing port area.We analyze for the fishing ports of the Jeonnam Province of Korea and obtain the 'development elasticity' of 0.832. Thus, a 1 % increase in investment for fishing port development leads to a 0.832% increase in the landprice of the area. However, other location factors did not appear to have a significant effect on the land priceof fishing port area unlike in the urban and rural area. Based on the results of this paper, a study of the estimation of WTP (Willing to Pay) is suggested, which can be used on the policy formulation for fishing port developments.

시각적 은유 광고의 유형(병렬은유, 융합은유, 순수은유)과 기대수준 (기대 일치, 기대 불일치)이 기억과 태도에 미치는 영향

한광석(Han, Kwang Seok) 한국광고홍보학회 2015 한국광고홍보학보 Vol.17 No.3

본 연구는 시각적 은유의 세 가지 차원인 병렬은유, 융합은유, 순수은유가 기대성 수준(기대 일치/기대 불일치)에 따라 기억 효과와 광고 태도 간의 차이를 확인하고자 실험을 통해 규명하였다. 이에 대한 연구결과를 요약하면 다음과 같다. 첫째, 시각적 은유 광고에서 기대 불일치한 광고와 기대 일치한 광고의 기억 효과 차이는 모두 높은 것으로 나타났다. 그러나 광고 태도의 경우는 기대 불일치한 광고가 기대일치 광고보다 긍정적인 광고태도를 형성하는 것으로 나타났다. 둘째, 병렬은유는 기대 불일치 조건에서 순수은유는 기대 일치 조건에서 기억 효과가 높았다. 셋째, 기대 일치한 경우 병렬은유와 순수은유는 ‘개별적인 속성 기억 정보’가 ‘종합적인 평가 기억 정보’보다 높게 기억하여 판단에 영향을 미치는 것으로 나타났다. 특히 순수 은유가 병렬은유에 비해 제품에 대한 개별적인 속성 정보들을 기억하여 판단에 영향을 미쳤다. 넷째, 기대 불일치한 경우 병렬은유와 융합은유는 ‘종합적인 평가 기억 정보’가 ‘개별적인 속성 기억 정보’보다 높게 기억하여 판단에 영향을 미치는 것으로 나타났다. 특히 병렬은유가 융합은유나 순수은유에 비해 종합적으로 평가한 기억 정보의 효과뿐 아니라 광고 태도도 긍정적이었다. 본 연구는 시각적 은유 차원에 기대 일치 수준에서는 시각적 수사 표현이외 언어적 요소를 추가하여 이에 대한 상호작용적인 역할을 살펴보았다. 또한 기대 불일치 조건에서는 언어적 요소를 배제하고 시각적 은유의 수사적인 표현의 효과만 명확히 살펴보았다는 점에 의의가 있다. In this study, to check difference between memory effect and advertisement effect according to expectation levels (expectation congruity / expectation incongruity) of parallel metaphor, melting metaphor, and pure metaphor, it was found out through an experiment. If the study results are summarized, they are like the next. First, it was represented that in visual metaphor advertisements, difference of memory effect between advertisements of expectation congruity and expectation incongruity was high. But, in case of advertisement attitude, it was presented that advertisements of expectation incongruity formed more positive advertisement attitude than advertisements of expectation congruity. Second, parallel metaphor had high memory effect in conditions of expectation incongruity and pure metaphor had high memory effect in conditions of expectation congruity. Third, in case of expectation congruity, it was represented that parallel metaphor and pure metaphor influenced judgment from that “individual attribute-related memory information” memorizes higher than “synthetic global-related memory information”. Especially, judgment was influenced from that pure metaphor remembers individual attribute-related memory information about products compared with parallel metaphor. Fourth, in case of expectation incongruity, it was shown that judgment was affected from that in parallel metaphor and melting metaphor, “synthetic global-related memory information” remembered higher than “individual attribute-related memory information”. In particular, parallel metaphor had positive advertisement attitude as well as effect of synthetically evaluated memory information compared with melting metaphor and pure metaphor. In this study, by adding linguistic elements beside visual rhetoric expressions in the level of expectation congruity in the dimension of visual metaphor, interactive roles were looked into for this. Also, in a condition of expectation incongruity, the point that only the effect of rhetoric expressions of visual metaphor excluding linguistic elements was examined correctly is meaningful.

국내 옥외광고 진흥을 위한 한국옥외광고센터의 역할

한광석(Kwang Seok Han) 한국OOH광고학회 2014 OOH광고학연구 Vol.11 No.1

본 연구는 한국옥외광고센터가 설립된 이후 옥외광고 전문 지원 기관으로서의 진흥 체계가 미약하고 야립광고의 기금조성을 하는 안행부와 한국지방재정공제회 산하 기관이 아닌 국내 옥외광고 전반의 컨트롤 타워 역할로 발전하기 위해 ‘한국옥외광고진흥공사(가칭)’로서의 전환 가능성을 모색하고자 하였다. 이를 위한 구체적인 방안을 요약하면 다음과 같다. 첫째, 옥외광고물의 법령과 분류 체계를 시대의 흐름에 맞는 제도 개선과 규제의 완화가 필요하다. 둘째, 한국옥외광고센터의 가장 주도적인 사업분야인 기금조성용 옥외광고의 수익 배분 방식과 판매방식에 대한 변화가 필요하다. 지금처럼 최고가 입찰 방식을 통해 사업자에게 권역에 따라 배분할 경우 광고비의 상승 뿐 아니라 장기적인 광고 계약에 의해 광고주에게 외면당할 가능성이 높다. 셋째, 한국옥외광고센터가 독립적인 기관으로 옥외광고의 전문 기관인 공사 체제로 전환하기 위해서는 미디어 렙 방식에 기초한 전문 위탁사업 방식에 대한 논의가 필요하다. 넷째, 국내 옥외광고 진흥을 위한 ‘브레인웨어(Brainware)’, ‘콘텐츠 생산(Software)’, ‘기반시설 인프라(Hard ware)’의 세 가지 차원에서 세부적인 인프라 구축이 필요하다. 이를 위해 먼저, 디지털 사이니지와 같은 신유형 매체에 대한 시범 구역제를 운영하여 이에 대한 제도, 정책, 효과 등과 관련된 수용성을 증가시켜야 옥외광고 산업의 발전과 확대에 기여할 수 있다. 현시점에서 중요한 것은 옥외광고센터의 존립여부와 같은 문제가 아니라 어떻게 바람직한 방향으로 발전할 수 있는 가와 관련된다. 한국옥외광고센터가 옥외광고 전문 지원기관으로서 옥외광고 문화의 허브역할 뿐 아니라 국내 옥외광고 전반의 컨트롤 타워 역할을 하기 위해서는 정부와 광고사업자, 매체사, 대행사 등 관련 이해 조직간의 가장 타당한 합의점이 도출되어야 할 것이다. The purpose of this study is to weak of billboard advertising and fund-raising as a professional support agencies, despite the many positive changes since the center has been established in Korea Outdoor Advertising Outdoor. Advertising development system regards domestic not local financial Korea agencies. Mutual Fund outdoor advertising throughout the Korea Outdoor Advertising Promotion Agency(tentative name) as ‘transition’ in order to develop the role of the control tower was to explore the possibility. Concrete measures for this can be summarized as follows: First, the trend of the times to meet the water outdoor advertising laws and the classification system, system improvement and regulatory relief is required. Second, changes in income distribution and sales way of the most leading business sectors Fun of Center of Korea Outdoor Advertising Outdoor advertising is required. Allocated in accordance with the regional operators like best bidding is likely to result in the exterior by a long-term advertising contracts with advertisers, as well as the rise of the ad. Third, Korea Outdoor Advertising Center is an independent agency specializing in outdoor advertising during the construction system to switch to a discussion on how the media representatives based on professional trust business. Fourth, domestic outdoor advertising for the promotion of ‘brain-ware (Brainware)’, ‘content production’ Software, ‘Infrastructure (Hardware)’ in the three dimensions of the infrastructure. To do this, first, by operating the pilot area for new types of media such as signage, digital signage regarding the need to increase the water-soluble for such institutions, policies, and the effects can contribute to the development and expansion of the outdoor advertising industry.

『앤토니와 클레오파트라』에 나타난 “존재”와 “생성”의 융합

한광석(Han Kwang-Sok) 한국셰익스피어학회 2000 셰익스피어 비평 Vol.36 No.1

History goes in cycles, and our day is witnessing a modern version of the ancient conflict between Egypt and Rome. In Antony and Cleopatra, Egypt represents the aesthetic East of "Becoming" which investigates things in their aesthetic components and stresses the unity and interrelation of all phenomena. Rome stands for the ethical West of "Being" which consists in the primacy of the abstract in the logical components, placing things in objective, logical order. In the play, "Being" is portrayed in the solidity of Rome's arches and pillars and dissolves into "Becoming," the incessant fluidity of Tiber (and Nile). The play also offers primary insight into the oneness of everything existent Additionally, it submits the existence of a world as a dynamic fabric woven with interconnected becoming. This deconstructs the opposing duality of East and West, Egypt and Rome: they do not exist as isolated entities, but rather as integral parts of an inseparable, interacting network. Shakespeare, most of all, creates Cleopatra's world as a realm of 'coincidentia oppositorurn' in which opposites such as day and night, land and water, even male and female, dissolves. That is, Cleopatra's world is presented as an undifferentiated, poetic realm. It transcends all distinctions such as "foul and fair," time and timeless, man and nature, life and death. These binary distinctions are reconciled in the last scene, the sensational theatrical scene which combines two rituals: coronation and marriage.

판매촉진이 매장 내 소비자에게 미치는 효과

한광석(Kwang Seok Han),고한준(Han Jun Ko) 한국광고홍보학회 2007 한국광고홍보학보 Vol.9 No.2

본 연구는 판매촉진의 효과를 단기적 효과뿐 아니라 장기적 효과를 검증하기 위하여 고객의 심리적 과정에 중점을 두는 커뮤니케이션 효과와 제품 판매량에 중점을 두는 마케팅 효과 두 차원에서 실증적으로 분석하였다. 이러한 판매촉진 효과를 분석하기 위하여 시장에서 유통되는 PB제품을 매장 내 POS 시스템을 통해 5개월간 제품 판매량을 실증적으로 분석하였다. 연구결과, 판매촉진에 대한 커뮤니케이션 효과에 있어서 판매촉진에 대한 태도(Asp)가 구매의도 (PI)에 직접적으로 영향을 미치지 않는 것으로 나타났다. 이러한 결과는 전통적으로 판매촉진은 단기적이며 즉각적인 구매의도에 영향을 미쳐 단기적 판매와 이익의 증대를 위한 전술적 차원에서 추진되어온 지침의 변화를 알리는 것이라 할 수 있다. 본 연구에 있어 특히 주목할 것은 판매촉진에 대해 태도를 형성하고 브랜드 흥미(BI)를 느끼며 이를 통해 브랜드태도(Ab)가 형성되어 구매의사(PI)가 있음을 밝히고 있다. 즉, 판매 촉진이 기존 광고처럼 인지 단계나 태도 형성 단계를 거쳐 행동 단계에 이를 수 있어 판촉에 대한 전략적 시사점을 던져주고 있다. 또한 판매촉진의 마케팅효과에 있어서는 판매촉진이 중단된 이 후에도 경쟁제품과의 비교시 판매량이 지속적으로 유지되어 판매촉진이 장기적 효과와 마케팅 효과가 동시에 존재함을 알 수 있었다. The object of this study was to identify communication effects of sales promotion tool in terms of consumers` psychological process as well as to analyze marketing effects of sales promotion in terms of sales volume of a product. Actually, this study dealt with both long-term and short-term effects of sales promotion. In this study, three convenience stores, equipped with POS (point-of-sales) system, were selected to examine sales promotion effects on a PB (private brand) product. This study showed that sales promotion was quite effective in increasing sales of a PB product as a short-term marketing tool. Moreover, it was shown that sales promotion also formed attitudes toward sales promotion, brand interests, attitude toward brand, and purchase intention in order. That means sales promotion can play a significant role as an effective communication tool to increase sales. On the other hand, this study also showed long-term effects of sales promotion by comparing sales volume of a PB product, which provided incentive for a certain period of time, with those of competitors` products, which did not adopt any sales promotion tool.

스마트 사이니지의 상호작용성과 인게이지먼트 수준이 태도와 기억에 미치는 효과

한광석(Kwang Seok Han) 한국OOH광고학회 2014 OOH광고학연구 Vol.11 No.2

본 연구는 스마트 사이니지의 상호작용성 수준(저 vs. 고)과 인게이지먼트 수준(저 vs. 고)에 따라 광고태도와 기억 접근성의 차이를 실험 연구를 통해 실증적으로 분석하였다. 연구 결과 첫째, 상호작용성과 인게이지먼트 수준이 모두 낮으면 모두 높은 경우에 비해 광고태도가 긍정적이었으며, 평가적인 기억 접근성의 회상이 높게 나타났다. 반면, 상호작용성과 인게이지먼트 수준이 모두 낮으면 비평가적인 속성 정보들을 많이 회상하는 것으로 나타났다. 둘째, 스마트 사이니지의 상호작용성이 높고 인게이지먼트 수준이 낮은 경우에 비해 상호작용성이 낮고 인게이지먼트 수준이 높은 경우가 광고태도가 긍정적이었다. 셋째, 상호작용성이 낮고 인게이지먼트가 높은 경우와 반대로 상호작용성이 높고 인게이지먼트가 낮은 경우 모두 평가적인 회상이 비평가적인 회상보다 높은 것으로 나타났다. 스마트 사이니지의 커뮤니케이션 전략을 수립하기 위해서는 가능한 상호작용성 수준을 낮추는 것이 바람직하며, 인게이지먼트와 상관없이 제품의 세부적인 속성 정보를 전달하기 보다는 전반적인 태도를 형성시킬 수 있는 방안이 필요할 것이다. This study empirically analyzed with experiments how interactivity level (low vs. high) and engagement level (low vs. high) affect attitude toward advertising and memory accessibility The analysis led to the following findings. First, if the levels of both interactivity and engagement are low, attitude toward advertising was positive, and the level of recollection of global evaluative memory information was high, compared with the case where levels of both interactivity and engagement are high. On the other hand, if the levels of both interactivity and engagement are low, people tend more to recollect descrete evaluative memory information Second, in the case where interactivity level of smart signage is low, and engagement level of it is high, attitude toward advertising was positive, compared with the case where interactivity level of smart signage is high, and engagement level of it is low. Third, both for the case where level of interactivity of smart signage is low, and level of engagement of it is high, and, for the contrary case where level of interactivity of smart signage is high, and level of engagement of it is low, descrete evaluative memory information was found to be higher than descrete evaluative memory information. To establish a proper communication strategy on smart signage, it is desirable to reduce level of interactivity as much as possible, and, it is necessary to find a way to help people to form a general attitude, rather than to distribute detailed information on attributes.

기업광고가 광고효과와 브랜드확장에 미치는 영향에 관한 연구

한광석(Han, Kwang-seok) 한국전통상학회 2005 韓國傳統商學硏究 Vol.19 No.2

The major purpose of this study is to investigate the advertising effect and brand expansion through an experiment according to the message condition of the society-contribution activity which is performed as a way of the social responsibility of a company. The dual variable analysis was executed with the experiment which was allocated in each the condition subjecting 120 university students in order to examine the significance of the answers of each the experimental group. The analysis result showed that there is no meaningful interaction between the presence of the expansion type of product and supply of supporting message in the attitude toward the advertisement supporting organization, attitude toward the advertisement, attitude toward the brand but in case of the purchasing intention, there is the meaningful interaction between the presence of the expansion type of product and supply of the supporting message. By the way, in case of the main effect, it was cleared that it is meaningful in the attitude toward the advertisement supporting organization and purchasing intention, it was turned up that it was meaningful according to the supporting message.

항만물류산업 발전을 위한 정책방향 : 중소항만물류기업을 중심으로

한광석(Han Kwang-Seok) 韓國海洋水産開發院 2006 (월간) 해양수산 Vol.- No.267

희소성 메시지와 자기감시(Self-Monitoring) 수준에 따른 온라인 판촉효과 연구

한광석 ( Kwang Seok Han ) 국민대학교 사회과학연구소 2009 社會科學硏究 Vol.21 No.-