브랜드명 제시성과 브랜드 연상이 선호도 유창성 및 구매의도에 미치는 영향 : 지역농산물 공동브랜드를 중심으로

한상설,최철재 한국전략마케팅학회 2016 마케팅논집 Vol.24 No.1

브랜드 자산가치의 핵심은 브랜드 인지도와 연상이다. 브랜드 인지도와 연상을 도와주는 브랜드의 핵심구성요소는 브랜드명이다. 소비자는 브랜드명으로 브랜드를 기억하고 제품 서비스 포지셔닝을 시도하려고 한다. 브랜드명에 담겨있는 가치는 브랜드가 소비자에게 의미있는 일련의 연상이라고 하였다. 브랜드명 제시성은 특정제품 맥락에서 브랜드명이 소비자에게 제공하는 편익, 속성 정보를 전달하는 정도로 정의된다. 이러한 관점에서 본 연구는 기존 농산물 공동브랜드와 선행연구를 토대로 지역 농산물 공동 브랜드명의 제시성과 브랜드 연상 네트워크가 인지과정에서 선호 유창성과 구매의도에 영향관계를 실증분석하고 있다. 본 연구에서 가설을 검증하기 위하여 경기 중부권의 지역 농산물 공동 브랜드를 선정하여 해당 지역에 거주하고 있는 대학생을 대상으로 조사하였다. 회수된 설문지는 SPSS와 AMOS을 이용하여 설정한 가설을 검증한 결과는 다음과 같다. 첫째, 지역 농산물 공동 브랜드명 지역 제시성 및 제품 제시성이 높은 경우, 그렇지 않은 경우보다 브랜드 선호도 유창성에 더 영향을 미쳤다. 그리고 지역 농산물 공동 브랜드의 해당 지역 연상 네트워크가 강한 경우, 해당 지역 연상 네트워크가 없거나 미약한 경우보다 브랜드 선호도 유창성에 다소 영향을 미치는 것을 알 수 있다. 또한, 브랜드 선호도 유창성은 구매행동 의도에 영향을 미치는 것을 알 수 있다. 따라서 농산물 공동 브랜드 개발 시 지역 속성 및 지역 혜택과 비관련된 의미보다는 관련된 의미를 내포하는 경우와 그러한 연상체계를 지니고 있는 경우가 선호도 유창성에 도움을 주는 것으로 판단된다. 향후 지역 공동 브랜드 개발 시 이러한 시사점을 활용하여 개발하는 것이 공동 브랜드 자산을 제고시키는데 도움이 될 수 있다. Brand name and brand association are key factors that compose brand equity and influence consumer brand attitude significantly. And brand name is one of the brand elements that build brand equity. As such, companies endeavor to build strong brand through developing and utilizing brand name or brand association. This study focuses on brand name suggestiveness and brand association on preference fluency and positive behavioral intention in co-brand of agriculture goods. Thus, to achieve the purpose of study, we collected 280 questionnaires from undergraduate student and housewife that live in Gyeongi, Chungnam provinces. The data were compiled and analyzed using by AMOS, SPSS program. Key results through this empirical study are as follows: The results of the study reveal that brand name of a regional -suggestiveness would have a positive affect brand preference fluency in the co-brand. Secondly, brand name of a product-suggestiveness would have a positive affect brand preference fluency in the co-brand. Thirdly, brand associative network of regional character would have a positive affect brand preference fluency in the co-brand. Fourthly, brand preference fluency would have a positive influences on positive behavioral intention. The results of empirical study are summarized as follows. Brand name and brand association are important roles that play processing fluency and preference fluency and influence purchase behavior. It is necessary for the brand name to be processed easily, and to be related regional or category character.

선물구매상황에 따른 소비가치에 관한 연구

한상설 단국대학교대학원 1997 學術論叢 Vol.20 No.1

모바일 쇼핑경험 가치가 브랜드 인게이지먼트에 미치는 영향 - 한·베트남 소비자 비교 -

한상설 한국무역경영학회 2023 한국무역경영연구 Vol.- No.29

This study was conducted with consumers using mobile shopping as mobile usage increased. The effect of consumer shopping experience value on customer engagement was investigated, and additionally, whether there was a difference between Korean and Vietnamese consumers was investigated. For the survey method, a survey was conducted targeting mobile shopping experience within the last 3 months. A total of 330 questionnaires were collected (182 in Korea & 148 in Vietnam), and this study verified the hypothesis by statistically analyzing the collected data. The main results of the study are as follows. First of all, among mobile shopping experience values (total respondents), practical experience value and social experience value had a positive effect on brand engagement. Second, it was confirmed that increased brand engagement had a positive effect on brand purchase intention. Meanwhile, the comparative verification results between Korean and Vietnamese consumers are as follows. Unlike Korean consumers, Vietnamese consumers considered mobile shopping experience values, especially social values, higher in terms of their impact on brand engagement, which greatly affected brand engagement. Additionally, in Vietnamese consumers, brand engagement had a greater impact on purchase intention. than Korean consumers. Through this study, Key Outcomes provide implications from a global perspective on digital marketing.

옴니채널 성향, 카테고리 지식, 구전정보 기대감, 사회적 결정이 고려상표군 형성에 미치는 영향 : 온라인 쇼핑 중심으로

한상설 한국유통경영학회 2019 유통경영학회지 Vol.22 No.3

Due to the recent changes in the consumer environment, consumers' information processing and purchasing processes are also changing compared to the past. Mobile smart environment became commonplace, As the mobile smart environment becomes more commonplace, consumers can make rational decisions by exploring information and evaluating various alternatives whenever and wherever. There will be a change in consumer consideration process according to this smart environment change In this paper, we propose a new approach to the development of smart environment. This study focuses on independent variables that are expected to affect brand in online shopping situation. In order to proceed with the research, previous studies were reviewed. In this study, the independent variables that try to identify the influences on the consideration set in the online shopping situation are omni-channel shopping tendency, categorical knowledge, anticipation for word of mouth information, social decision. In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for students with online purchasing experience. Thus, the collected 287 questionnaires were analyzed using statistical program and The main results are as follows. First, consumer's omni-channel shopping propensity suggests making consideration set more alternatives and more heterogeneous alternatives. Second, consumer's category knowledge suggests making consideration set more alternatives and more heterogeneous alternatives. Third, consumers' expectation of word of mouth information on online was considered to consider more alternatives and more heterogeneous alternatives to consideration set formation. Fourth, consumers' consensus on social decisions on-line considers rather few alternatives. As a result of the empirical the study, this provide academic implications and practical implications of consumers' purchasing process in smart environment. 최근 소비 환경 변화로 인하여 소비자의 정보탐색 및 구매과정이 과거 대비 변화되고 있다. 모바일 스마트 환경이 일상화가 되면서 소비자들은 언제 어디서나 정보를 탐색하고 다양한 대안들을 평가하면서 합리적인 의사결정을 내리려고 한다. 본 연구는 온라인 쇼핑 상황에서 고려상표군 형성에 영향을 줄 것으로 판단되는 독립변수를 중심으로 연구가 진행되었다. 온라인 쇼핑 상황에서 고려상표군 형성 영향 관계를 규명하고자 하는 독립변수는 옴니채널 쇼핑 성향, 카테고리 사전지식, 구전 정보에 대한 기대감, 온라인 상에서의 사회적 결정 등이 고려되었다. 이러한 독립변수와 고려상표군 형성과의 영향관계를 규명하고자 가설을 설정하고 가설을 검증하는 실증연구를 진행하였다. 우선 선행연구 고찰을 통해 각 변수의 개념 및 관련 연구를 검토하였다. 연구가설을 검증하기 위하여 실증연구를 하였다. 설문대상은 온라인에서 최근 구매한 경험을 바탕으로 대학생을 대상으로 설문조사를 실시하여 287개의 설문지를 회수하였다. 회수된 설문지는 신뢰성과 타당성을 검증한 후 구조방정식 모형인 경로분석을 통하여 가설검증하였다. 이를 통한 주요 분석 결과는 다음과 같이 나타났다. 첫 번째, 소비자의 옴니채널 쇼핑 성향은 고려상표군 형성에 더 많은 대안 수와 더 이질적인 대안을 고려함을 알 수 있었다. 두 번째, 소비자의 해당 제품군(카테고리)의 사전 지식 수준은 고려상표군 형성에 더 많은 대안 수와 더 이질적인 대안을 고려함을 알 수 있었다. 세 번째, 온라인에서 소비자의 구전 정보 기대감은 고려상표군 형성에 더 많은 대안의 수와 더 이질적인 대안을 고려함을 알 수 있었다. 네 번째는 소비자의 온라인 상에서의 사회적 결정 영향은 오히려 적은 대안 수를 고려하였다. 그러나 오히려 이질적인 대안을 암시하는 결과를 보였다. 본 연구의 실증분석 결과를 토대로 스마트 환경에서의 소비자의 구매과정 관련 학문적인 시사점과 실무적으로 온라인에서의 소비자 구매과정에서의 마케팅 실행방안에 대한 시사점을 제공하였다.

B2B 브랜드 이미지, 관계몰입 그리고 장기 지향성 영향관계 : 한·미 비교

한상설 한국통상정보학회 2022 통상정보연구 Vol.24 No.1

This study is in the field of B2B marketing. This study is considered the B2B brand image variable among the influencing variables on B2B relationship commitment. B2B brand image types were again divided into product-based image and service-based image, and relational commitment types were divided into affective commitment and calculative commitment. The influence relationship between these variables was examined. In addition, we investigated the differences between the Korea and U.S market. In order to achieve the research purpose, a research design and a survey were conducted for B2B companies in both countries. The collected data were 102 Korea market companies and 90 U.S market companies. Hypothesis verification was performed using these data. As a result of hypothesis verification, the main implications are as follows. First, all B2B brand image types had a positive effect on affective commitment or calculative commitment. Second, the verification results according to the moderating effect of the U.S and Korea markets are as follows. In the influence relationship between the service-based brand image and calculative commitment, the influence relationship appeared only in the Korea market, but not in the U.S market. In addition, calculative commitment also affects long-term oriented relationship in the US market, but not in the Korea market. In other words, there was a difference between the B2B markets in both countries. These research results imply the importance of detailed B2B brand management, while suggesting a discriminatory B2B brand image management plan for each country in entering the global market. 본 연구는 글로벌 B2B 마케팅 관련 연구이다. B2B 관계몰입에 미치는 영향 변수 중 B2B 브랜드 이미지 변수를 고려하였다. B2B 브랜드 이미지 유형을 다시 제품중심 이미지와 서비스중심 이미지로 구분하고 관계몰입 유형은 정서적 관계몰입과 계산적 관계몰입 등으로 구분하여 구조적 영향 관계를 규명하였다. 더 나아가 요인 영향 관계를 한국과 미국 시장 각각 어떠한 차이가 있는지 추가적인 연구모형을 설정하였다. 그리고 사전적 조사설계를 통하여 양 국가 B2B 기업체를 대상으로 서베이를 실시하였다. 회수된 자료는 한국 시장 기업체는 102개 업체, 미국 시장 기업체는 90개 업체였다. 이러한 자료를 통하여 가설 검증을 하였으며 주요결과과 시사점은 다음과 같다. 첫째, B2B 브랜드 이미지 유형은 모두 정서적 관계몰입이나 계산적 관계몰입에 긍정적인 영향을 미쳤다. 두 번째로는 미국 시장과 한국 시장에 따른 조절효과에 따른 검증 결과는 서비스중심 브랜드 이미지와 계산적 관계몰입과의 영향 관계에서는 한국 시장에서만 영향 관계가 나타났으나, 미국 시장에서는 나타나지 않았다. 그리고 계산적 관계몰입은 미국 시장에서는 장기 지향적 관계에도 영향을 미치고 있으나 한국 시장에서는 관계가 없는 것으로 나타났다. 두 B2B 시장 간에 차이를 보였다. 이러한 연구 결과는 세밀한 B2B 브랜드 관리 중요성을 의미하는 한편, 글로벌 시장 진출에 있어서 국가별 B2B 브랜드 이미지 관리 방안에 대한 시사점을 제공하고 있다.

온라인 구독 서비스 편익이 신뢰 및 지속 이용에 미치는 영향: 1인 가구 조절 효과

한상설 한국유통경영학회 2023 유통경영학회지 Vol.26 No.3

Purpose: Recently, online subscription services have increased significantly. From a marketing perspective, the need for research emerges. This study designed online subscription services systematically and in-depth. The benefit factors of online subscription services were set as independent variables, and the reliability and continuous use of subscription services were designed as dependent variables In addition, the number of one-person households has been steadily increasing recently. Accordingly, this study applied the subject of one-person households and the purchase of online subscription service as a major group constituting society to this study. In addition, the moderating effect of the type of single-person households is investigated in the relationship between the online subscription service benefits and the continuous use of subscription services. Research design, data, and methodology: A survey was conducted to conduct this study. The survey was conducted with a single-person household consumer as a booster(=100). The survey methods were conducted in parallel with online surveys, e-mails, and face to face interviews. 208 of the collection data were used for hypothesis verification. Structural equations (AMOS) and regression analysis were used for hypothesis verification. Results: The main findings are as follows. among the factors of online subscription service benefits, ‘package attractiveness, right time, and personalization’ showed a higher impact on the continuous use of online subscription services than multi-person households in the form of single-person households. Implications: In addition to the significance of research on online subscription services, in online subscription services, one-person households should be marketed differently from multi-person households, and research on consumption behaviors for increasing one-person households needs to be expanded.

유통채널에 있어서 거래특성이 전략적 제휴유형선택에 관한 연구

한상설,우창완 단국대학교 대학원 1997 學術論叢 Vol.21 No.-

This paper is to study the strategic alliance that manufactures may adopt to work with distributor in marketing channels, and to examine internal and external environmental factors that may effect strategic alliance developed in the marketing channel. In examining these specific influential factors, first of all, The characteristics of transaction would be classified into an opportunism risk, a transaction asset specificity, a transaction asset obsolescence, and a frequency of transaction, based upon the traditional transaction cost theory. This paper also examines channel performance(market responsiveness·relationship of channel members) in order to see any difference among the type of strategic alliance. For empirical data for this study 140 Strategic Business units of Korean manufactures were selected as subjects. The statistical techniques that are used to test hypothesis were Discriminant Analysis and ANOVA. The result of this study are as follows. First of all, the degree of competition, as an external environment factor, is not significant enough to the selection of strategy alliance. Second, the opportunism risk, the transaction asset specificity, a transaction asset obsolescence, and a frequency of transaction becomes common, and show a significance to the selection of strategic alliance. Particularly, the transaction asset specificity and the opportunism risk are very significant. Third, market responsiveness is different based upon type of strategic alliance adopted in the marketing channel selectively. Above all, this study proposes that the marketing channel system should be studied in another approach, not in just the vertical integration approach or the dominant relationship.

膳物購買狀況에 따른 消費價値에 관한 硏究

한상설 단국대학교 대학원 1996 學術論叢 Vol.20 No.-

옴니채널 상황에서 브랜드 충성도에 관한 연구: 카테고리 지식 조절변수

한상설 한국유통과학회 2017 유통과학연구 Vol.15 No.3

Purpose – The ICT development is affecting the consumer behaviors in selecting channel or distribution system. This study aims to advance the theory on the influence and interaction with omni-channel behaviors. Specifically, analyzing moderating variable is category knowledge that effect between propensity of brand loyalty and its precedence factor which is perceived difference, perceived value, authenticity and consumer-brand relationship. Research design, data, and methodology – The subject of this research is consumers who purchase goods in omni-channel situation. The hypothesis of this research is derived from the literature of the preceding research analysis on brand loyalty, omni-channel and consumer behaviors. This study have constructs that were defined operationally with reference to previous studies, and the research model was designed to figure out the structural relationship among perceived difference, perceived value, authenticity, consumer-brand relationship and brand loyalty. From 2016 Sept. 1 to Dec. 31, a questionnaire survey was performed targeting customers using omni-channel. 327 questionnaire survey had conducted. 316 survey data were used for empirical analysis except data that had missing and wrong value. AMOS(structural equation) was used to confirm the hypothesis which developed by researcher. Results – The results of this study are as follows. First, an authenticity has significant effect on brand loyalty. Second, in the omni-channel situation, but perceived differentiation, perceived value, consumer-brand relationship does not affect brand loyalty. According to this result, it is judged that it is easy to search for information in the situation of omni-channel and integrated decision making is done without distinction between channels. Third, category knowledge has moderating effect between brand loyalty and precedence factors. When the category knowledge level is low, preceding factors have a significant effect on brand loyalty. when the category knowledge level is high, the preceding factors did not have a significant effect on brand loyalty except the authenticity. Conclusions – This study finds out omni-channel’s phenomenon is different from other distribution channel phenomenon. In the situation of omni-channel, it is suggested that brand loyalty may be relatively low for a certain brand because it raises the knowledge level of the category. Then this study provides a managerial implications based on the role of the moderate effect on category knowledge, brand loyalty and omni-channel.

기술창업의 산업구조, 기술특성 및 기술마케팅전략이 창업성과에 미치는 영향: 기술마케팅 전략 유형 조절변수

한상설 한국유통과학회 2016 유통과학연구 Vol.14 No.2

Purpose – This study aims to advance our knowledge about factors influencing technical startup performance through analysing technical startup process empirically. This study was conducted to focus on industry structure(industry growth rate, competitive intensity, and enter barriers), technology characteristics( technical excellence and wide range of technical application), and the performance in the technology-based start-ups. Specifically, analyzing moderating effect of technology-marketing strategy, this studied how moderating variables affect technical startup performance under industry structure. Research design, data, and methodology – The subject of this study was technology-based start-ups company that received technology transfer from public organization. The development of the paper model is based on the literature of the preceding research analysis in technology commercialization, performance of technology-based start-ups, and marketing strategy. This study has a construct that was defined in the previous studies, such that technology marketing strategy was defined into the two ways of being broad or narrow in strategic application. From November 3. 2015 to December 22, 220 questionnaires were distributed with targeting to start-up companies in technology-based. 188 responses were collected for empirical analysis except the missing and wrong value responses. This data were used for structural equation modeling and regression analysis. Results – The results of this study are as follows. First, as industry structure variables influencing on performance(technical,financial) of technology-based start-ups, industry growth rate, competitive intensity and enter barriers of variables were verified; high growth rate has more positive effect on performance than low growth rate, competitive low intensity has more positive effect on performance than competitive high intensity, low enter barriers have more positive effect on performance than high enter barriers. Second, as technology characteristics variables influences on the performance(technical, financial) of technology-based start-ups, technical excellence and wide range of technical application of variables were verified ; technical high-excellence has more positive effect on performance than technology low-excellence, wide range of technical application has more positive effect on performance than narrow range of technical application. We also find that technology marketing strategy(broad/narrow) in moderating factors on performance (technical, financial) is as follows. Analyzing the moderating effect depending on technology marketing strategy(broad/narrow), application of technology, and the types of technology strategy(broad/narrow) were revealed that broad marketing strategy had a more significant effect on performance of technology-based start-ups. With AMOS, the relevancy of the study model revealed higher for broad technology-marketing strategy than narrow technology marketing strategy, and the explanatory power revealed to be 6.4% higher in broad marketing strategy than narrow marketing strategy. Conclusions – This study confirmed that industry structure and technology characteristics are important factors influencing the performance of technology-based start-ups. Technology-marketing strategy affects the performance of technology-based start-ups between industry structure and technology characteristics. According to additional analysis, moderating variables and technology-marketing strategy are important factors influencing the performance of technology-based start-ups under industry structure and technology characteristics. Broad type of technology-marketing strategy has more attractive industry structure and excellent technology characteristics than narrow types of technology- marketing.