물류업 종사자의 성격이 서비스품질 지각과 고객지향성에 미치는 영향

김영이 ( Young Ei Kim ),김웅진 ( Woong Jin Kim ),이정완 ( Jung Wan Lee ) 한국물류학회 2008 물류학회지 Vol.18 No.2

브랜드개성, 소비자 개성 간의 관계, 그러고

김영이 ( Young Ei Kim ),이정완 ( Jung Wan Lee ),이용기 ( Yong Ki Lee ) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.3

본 연구는 브랜드 개성과 소비자 개성간의 인과성을 연구하고, 이러한 관계들이 기업브랜드 전략에 어떻게 적용되는 가를 실증분석 하였다. 분석자료는 한국의 자동차 소비자들로부터 수집되었으며, 요인분석, 분산분석, 그리고 구조모형분석을 이용하여 분석되었다. 본 연구의 결과는 브랜드 개성과 소비자 개성간의 유의한 관계가 있음을 보여주고 있다. 연구의 마지막에는 기업 브랜드 전략을 위한 관리적 시사점과 향후 연구방향이 제시되었다. Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer`s personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer`s personality and the brand personality of the consumer`s choice. Thus, the consumer`s personality has an impact on consumer`s final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

브랜드애호도에 따른 가격할인율의 차이가 소비자의 획득가치와 거래가치에 미치는 영향

Kim Young-Ei(김영이),Jae-Yeong Kim(김재영),Chang-Nag Shin(신창락) 한국마케팅과학회 2007 마케팅과학연구 Vol.17 No.4

  현대에 있어 동질적인 품질과 편익을 제공하는 제품을 가지고 다수의 기업들이 시장점유율 증대와 고객확보를 위하여 치열한 경쟁을 벌이고 있는 가운데 가격할인은 기업이 즐겨 사용하는 촉진수단이다. 가격할인은 단기적 매출향상, 소비자의 브랜드전환, 신제품의 시장침투 등의 목적을 달성하기 위하여 사용된다. 실제로 과거의 실증연구에 의하면 다양한 형태의 가격할인이 판매증대에 효과적이며 가격할인은 소비자의 지각가치를 증가시킨다고 하였다. 하지만 할인된 가격은 제품의 품질을 의심하게 하거나 낮게 평가하는 부정적인 효과가 있다는 사실이 밝혀졌으며, 모든 제품카테고리와 모든 구매상황에 대하여 가격할인이 소비자의 지각가치 향시킨다고 볼 수 없다.<BR>  이에 따라 본 연구에서는 브랜드애호도의 차이가 있는 제품을 대상으로 가격할인율에 따라 소비자의 지각가치에 어떠한 영향을 미치는지를 연구함으로서 브랜드애호도의 조절효과를 분석하였다. 브랜드애호도가 강한 제품에 대한 지각획득가치와 지각거래가치는 가격할인율이 낮을 때 보다 큰 경우에 증가할 것으로 예측하였으나 분석결과 유의적인 차이가 없는 것으로 나타났는데, 이것은 브랜드애호도가 강한 경우에는 가격할인에 의한 지각희생의 감소량이 크지 않았고 브랜드 자체에 대한 신뢰도와 속성에 대한 만족도가 높기 때문에 가격인하가 브랜드선택에 큰 영향을 미치지 않았다는 것을 의미한다고 할 수 있다. 반면 브랜드애호도가 약한 제품에 대한 지각획득가치와 지각거래가치는 가격할인율이 낮을 때 보다 큰 경우에 감소한 것으로 나타났다. 이는 브랜드애호도가 약한 경우에는 제품으로부터 획득하게 되는 편익에 대한 만족도와 신뢰도가 낮은데 이러한 특성을 고려해보면 가격할인이 클 때에 제품의 품질과 편익을 더욱 평가절하하거나 심리적으로 지각희생의 크기가 증가됨에 따라 지각가치가 감소되었음을 의미한다고 할 수 있다.   In recent years, one of the major reasons for the fierce competition amongst firms is that they strive to increase their own market shares and customer acquisition rate in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Because of this change in recent marketing environment, the differentiated after-sales service and diversified promotion strategies have become more important to gain competitive advantage.<BR>  Price promotion is the favorite strategy that most retailers use to achieve short-term sales increase, induce consumer’s brand switch, in troduce new product into market, and so forth. However, if marketers apply or copy an identical price promotion strategy without considering the characteristic differences in product and consumer preference, it will cause serious problems because discounted price itself could make people skeptic머 about product quality, and the changes of perceived value might appear differently depending on other factors such as consumer involvement or brand attitude.<BR>  Previous studies showed that price promotion would certainly increase sales, and the discounted price compared to regular price would enhance the consumer’s perceived values. On the other hand, discounted price itself could make people depreciate or skeptical about product quality, and reduce the consumers" positivity bias because consumers might be unsure whether the current price promotion is the retailer’s best price offer. Moreover, we cannot say that discounted price absolutely enhances the consumer’s perceived values regardless of product category and purchase situations. That is, the factors that affect consumers" value perceptions and buying behavior are so diverse in reality that the results of studies on the same dependent variable come out differently depending on what variable was used or how experiment conditions were designed.<BR>  Majority of previous researches on the effect of price-comparison advertising have used consumers" buying behavior as dependent variable. In order to figure out consumers" buying behavior theoretically, analysis of value perceptions which influence buying intentions is needed. In addition, they did not combined the independent variables such as brand loyalty and price discount rate together.<BR>  For this reason, this paper tried to examine the moderating effect of brand loyalty on relationship between the different levels of discounting rate and buyers" value perception. And we provided with theoretical and managerial implications that marketers need to consider such variables as product attributes, brand loyalty, and consumer involvement at the same time, and then establish a differentiated pricing strategy case by case in order to enhance consumer"s perceived values properl.<BR>  Three research concepts were used in our study and each concept based on past researches was defined. The perceived acquisition value in this study was defined as the perceived net gains associated with the products or services acquired. That is, the perceived acquisition value of the product will be positively influenced by the benefits buyers believe they are getting by acquiring and using the product, and negatively influenced by the money given up to acquire the product. And the perceived transaction value was defined as the perception of psychological satisfaction or pleasure obtained from taking advantage of the financial terms of the price deal. Lastly, the brand loyalty was defined as favorable attitude towards a purchased product. Thus, a consumer loyal to a brand has an emotional attachment to the brand or firm. Repeat purchasers continue to buy the same brand even though they do not have an emotional attachment to it.<BR>  We assumed that if the degree of brand loyalty is high, the perceived acquisition value and the percei

Analysis of Research Trends in Journal of Distribution Science

Kim, Young-Min(김영민),Kim, Young-Ei(김영이),Youn, Myoung-Kil(윤명길) 한국유통과학회 2010 유통과학연구 Vol.8 No.4

본 연구에서는 한국유통과학회가 발행하고 있는 유통과학연구에 게재된 논문의 연구 동향을 분석하고 학회지의 질적 향상을 위한 시사점을 제시하고자 하였다. 즉, 유통분야의 학문체계를 분류하여 연구동향을 분석하고, 유통 관련 다른 학회지와 비교한 후 유통과학연구의 질적 향상을 위한 시사점을 도출하고자 하였다. 특히, 한국유통과학회는 1999년 「유통과학연구」 제1권 제1호 창간을 시작으로 2010년 9월 제8권 제3호까지 총 109편의 논문을 게재하였다. 109편의 논문을 대상으로 연구주제, 연구 주체, 연구 참여자의 수, 연구방법론, 국문 및 영문논문 빈도, 내국인 및 외국인 참여빈도, 참고문헌 활용 등에 대하여 분석하였다. 추가적으로 유통을 연구대상으로 하는 한국유통학회의 유통연구 및 한국유통경영학회의 유통경영학회지와 유통과학연구를 비교 분석하여 발전방안을 모색하고자 한다. 결론적으로 유통과학연구의 연구동향 및 유사 학회지의 비교분석을 바탕으로 다음과 같은 시사점을 제시하고자 한다. 먼저, 유통과학연구가 SSCI를 준비하기 위해서는 해외 투고자를 적극 유치해야한다. 또한, 영문논문의 비중을 대폭 늘려야 할 것이다. 셋째, 학술지의 질 향상을 위한 다양한 연구방법론 수용을 해야할 것이다. 넷째, 유통과학연구의 피인용율을 확대하기 위하여 학술지의 해외 공급을 원활하게 할 수 있도록 구글 등 웹검색 기능을 보강해야 할 것이다. 이상의 시사점을 통한 개선을 한다면 국내 뿐 아니라 해외에서도 인정받는 세계적인 학술지 반열에 올라설 수 있을 것이다. This study investigated research trends of JDS that KODISA published and gave implications to elevate quality of scholarly journals. In other words, the study classified scientific system of distribution area to investigate research trends and to compare it with other scholarly journals of distribution and to give implications for higher level of JDS. KODISA published JDS Vol.1 No.1 for the first time in 1999 followed by Vol.8 No.3 in September 2010 to show 109 theses in total. KODISA investigated subjects, research institutions, number of participants, methodology, frequency of theses in both the Korean language and English, frequency of participation of not only the Koreans but also foreigners and use of references, etc. And, the study investigated JDR of KODIA, JKDM(The Journal of Korean Distribution & Management) and JDA that researched distribution, so that it found out development ways. To investigate research trends of JDS that KODISA publishes, main category was made based on the national science and technology standard classification system of MEST (Ministry Of Education, Science And Technology), table of classification of research areas of NRF(National Research Foundation of Korea), research classification system of both KOREADIMA and KLRA(Korea Logistics Research Association) and distribution science and others that KODISA is looking for, and distribution economy area was divided into general distribution, distribution economy, distribution, distribution information and others, and distribution management was divided into distribution management, marketing, MD and purchasing, consumer behavior and others. The findings were as follow: Firstly, main category occupied 47 theses (43.1%) of distribution economy and 62 theses (56.9%) of distribution management among 109 theses in total. Active research area of distribution economy consisted of 14 theses (12.8%) of distribution information and 9 theses (8.3%) of distribution economy to research distribution as w

고객 서비스 품질에 대한 구매 후기 댓글이 구매과정에 미치는 영향

신창락(Shin, Chang Nag),김영이(Kim, Young Ei),박영균(Park, Young kyun) 한국유통학회 2009 流通硏究 Vol.14 No.1

본 연구는 온라인 쇼핑몰에서의 고객서비스 요인이 구매후기 댓글고객의 구전에 따라 소비자의 구매와 재 구매에 어떠한 영향을 미칠 것인가에 대하여 실증 분석을 통하여 규명하고자 하였다. 분석결과는 다음 두 가지로 설명된다. 첫째, 온라인 쇼핑몰 고객서비스 요인에 따른 소비자의 구매 및 재 구매 중 오프라인에 대한 강매로부터의 회피와 구매의 편의성을 추구하기 위하여 온라인 쇼핑몰을 활용한 구매자의 경우 구매후기 댓글고객의 영향보다는 방문한 쇼핑몰의 명성이나 보안의 믿음성, 신속한 제품 검색 등의 확신성과 반응성이 온라인 구매자의 결정 요인으로 작용하는 것으로 나타났다. 즉, 온라인 쇼핑몰의 인지도 향상과 보안시스템 구축, 검색엔진 개발이 온라인 쇼핑몰의 전략적인 요소임을 시사하고 있다. 둘째, 온라인 구매자의 경우 구매후기 댓글고객의 구전 요인을 높게 인식하고 있으며, 재구매자의 경우는 구전의 긍정적인 조절역할에 영향을 받고 있는 것으로 나타났다. 이는 구매경험의 준거(Reference)가 작용하는 것으로 사료된다. This research classified the customer service factor of on-line shopping mall into tangibility, reliability, responsiveness, and empathy and analyzed the effect that the factors affect to consumer"s purchase and re-purchase. If we present suggestions on the basis of these results of study, we would provide next two points: First, purchasers have utilized online shopping mall who pursued free from hard sell that being done in off-line and convenience of purchase affected more by reliability and responsiveness such as the fame of shopping mall that visit, reliability of security, and quick product search than the Customer of After-purchase Feedback influence for online purchasers decision factor out of consumer"s purchase and re-purchase by on-line shopping mall customer service factor. Second, This study analyzed that online re-purchaser recognized the Customer of After-purchase Feedback factor high and built their loyalty through friendly emotion of on-line shopping mall and satisfaction of shopping mall service, and recommendation. In addition, they behave themselves as an affirmative messenger that is role of the Customer of After-purchase Feedback that make active opinion presentation and participation through community by important adjustment impact that empathy factor of on-line shopping mall customer service.

모바일 인터넷 쇼핑몰 선택 속성이 소비자 충성도와 쇼핑 가치에 미치는 영향

조희영 ( Cho Hee-young ),주윤황 ( Ju Yoon-hwang ),김영이 ( Kim Young-ei Kim ) 한국유통경영학회(구 한국유통정보학회) 2017 유통경영학회지 Vol.20 No.3

The present study was intended to seek how to increase customer loyalty among the mobile internet shopping mall users by presenting differential shopping values relative to consumer` M-VALS types and selection attributes of mobile internet shopping malls. Also, the effects of mobile internet shopping mall selection attributes considered by consumers on the shopping values and customer loyalty, as well as the moderating effects of M-VALS were determined. 300 undergraduates attending the universities in Seoul and Gyeonggi metropolitan area were surveyed for data collection from September 19 to 30, 2016. 287 copies of the questionnaire were returned. Excluding 32 copies containing insincere responses, 255 valid copies were analyzed. The benefit of shopping fully mediated the relationship between the customer loyalty and price, delivery and A/S among the mobile internet shopping mall selection attributes considered by consumers, whilst it partially mediated the relationship between the customer loyalty and product variety as well as product information.

택배업 지속성장을 위한 리스크관리 활용연구방안

신언명 ( On Myung Shin ),김영이 ( Young Ei Kim ) 한국물류학회 2011 물류학회지 Vol.21 No.5

TV홈쇼핑과 인터넷 홈쇼핑 등의 전자상거래활성화는 택배업의 성장을 유도하고 있고 앞으로도 증가할 것으로 예상되고 있다. 그러나 택배업을 둘러싸고 있는 다른 환경들의 악화로 택배업의 경쟁력은 하락되고 있다. 택배환경의 변화는 택배시장의 경쟁을 심화시키고 이는 택배기업의 수익성악 화와 고객서비스의 저하라는 현상을 보인다. 이는 우리나라 택배업체의 경쟁력을 취약해짐으로써 택배산업의 위기를 초래하고 있다 본 연구에서는 택배산업의 지속적인 성장을 유도하기 위한 방법으로 택배업의 경쟁력에 부정적인 영향을 미치는 환경변화를 사전에 인지하고 그 손실의 영향을 추정하여 그에 대한 대응전략을 설계하는 리스크예방과 대비를 하는 리스크관리 방안을 제시하고자 한다. 이를 위하여 먼저 택배산업을 둘러싸고 있는 환경요인을 점검하고, 두 번째로 환경요인에 영향을 미치는 택배업의 경쟁력요인을 분석한다. 세 번째로는 이 경쟁력요인에 영향을 미치는 리스크예방을 위한 리스크인자도출, 평가, 대응의 택배리스크관리 Framework를 살펴본다. Developments in e-commerce such as TV-and Internet home shopping has led to a growth of the small package express service industry and is expected to continue in the future. However, recently this industry also experienced a decline in its competitiveness due to a changing environment. With improvements in home delivery services, the competition in the home delivery market has been intensified. Accordingly, this induced a lower quality of customer service, leading to deteriorations in the profitability which eventually has caused the current crisis surrounding this industry. This study tries to identify the drivers for the decline in the industry`s competitiveness in order to promote continuity growth of small package express service providers. Furthermore, it attempts to estimate the resulting losses of such factors to facilitate the establishment of risk management strategies that can cope with the deteriorations in profitability. I begin with an overview of the environmental factors surrounding the home delivery service industry. Determinants of the competitiveness in the home delivery service industry that possibly affect the environmental factors are analyzed in the second section of this study. Finally, I examine the risk management framework for the home delivery service industry which identifies and evaluates risk factors to establish strategies for the prevention of such risks.

백화점과 대형마트 이용 행태와 영향요인 차이에 관한 실증분석

김준환 ( Joon Hwan Kim ),김현순 ( Hyun Soon Kim ),김영이 ( Young Ei Kim ) 한국유통경영학회(구 한국유통정보학회) 2015 유통정보학회지 Vol.18 No.5

Purpose: This study investigates difference of use patterns and effect factors of Department Stores and Hyper Market in terms of buying products and frequency of consumers and consumers`` consideration and satisfaction factors in the use of both markets. Research design, data, and methodology: This study investigated theories and precedent empirical study outcome of use patterns of not only department stores but also hyper markets by literature. In addition, the study examined characteristics of both markets to find out hypotheses by precedent studies and to investigate empirically by questionnaire survey. Results: This study empirically inspected consumers`` visit, buying products and selection factors of not only department store but also hyper market in the stage of maturity that represent distribution business in Korea.Conclusions: This study shows hyper markets had more stay time and movement time than department stores had. And consumers bought food products and fashion products at hyper markets more often, and fashion products at department stores more often. In addition, department stores had high satisfaction with auxiliary facilities and services, while hyper market had high satisfaction with prices and assortment.

전자상거래 제공자의 외형적 환경(環境)이 사용자 편익(便益) 평가와 전자상거래 채택(採擇)에 미치는 영향

이정완 ( Jung Wan Lee ),김영이 ( Young Ei Kim ),Tantatape Brahmasrene 한국유통경영학회 2009 유통경영학회지 Vol.12 No.5

여성들의 쇼핑가치가 프리미엄 가격지불의도와 구매의도에 미치는 영향: 세대간 차이와 체면민감성 매개효과

양회창 ( Hoe-chang Yang ),김영이 ( Young-ei Kim ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.2

Purpose: This study investigated effects of not only social face sensitivity between Y generation and silver generation of women but also women``s shopping values upon hyper market use intention as well as premium paying intention to find out marketing conditions of women customers`` target group. Research Design, Data, and Methodology: The subject was women members of ``P`` Culture Center. The study classified shopping values into hedonic value and practical use value to give model that social face sensitivity could play role at relation between premium paying intention and buying intention. Not only regression but also 3-stage mediating regression was used. Results: This study investigated effects of 50 years old or higher women``s social face sensitivity and shopping values upon premium price paying and use intention of hyper market to find out marketing conditions for buying promotion and premium products sales at hyper markets. Not only practical use value but also hedonic value had positive influence upon social face sensitivity, and social face sensitivity had positive influence upon buying intention and premium paying intention as well. Social face sensitivity was partially mediated between buying intention and hedonic value to have no difference of variables between generations. Conclusion: The study gave implication that preceding shopping value promotion for women customers of hyper markets could stimulate social face desire. The implications were: First, not only practical use value but also hedonic value had close relation with social face sensitivity. Second, social face sensitivity was found to increase buying intention as well as premium price paying intention. Third, social face sensitivity was partially mediated in buying intention and hedonic values. Fourth, the study expected of difference of shopping value, social face sensitivity, premium price paying intention and buying intention between Wine generation and silver generation from age of sixty four.