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劉浩鍾 동국대학교 경제경영연구원 무역연구부 1997 國際貿易硏究 Vol.21 No.2
The aim of this study is to furnish information useful to map out point of purchase advertising strategy hereafter on the basis of the analyzed results by analyzing how point of purchase advertising influences on consumers' brand attitude and purchase mind. In this study the empirical study to use a questionaires paper was applied as a research method. Chinese vermicelli was selected for articles, and as for a sample selection there was used a simple random-sampling method for men and women in more than twenties and less than sixties to live in Taejeon city. And the size of sample was limited to 350 persons. The sample number of these used actually to the analysis of this research was 326 ones, one SPSS/PC was used as a statistical-analysis program. The results of verification on hypotheses in this research are as follows. First, T-Test verification of 【Hypothesis 1】, "As for point of purchase advertising, there will be a difference between the brand attitude and purchase mind according to the demographical characteristics", produced the result that men responded in the affirmative and there was a significant difference such as 0.0000 of a significant level because men showed a little higher average value in brand attitude than women. But in purchase mind, it was found that unlike brand attitude women responded in the affirmative for point of purchase advertising, and there was a significant difference such as 0.0002 of a significant level. Second, the ANOVA analysis of 【Hypothesis 2】, " As for point of purchase advertising, there will be a difference between the brand attitude and purchase mind according to the shopping times", produced the result that the purchase mind showed a difference in the order of more than three times, two times and lee than one in point of purchase advertising according to the shopping times, and the significant level was supported 0.0006. And as for the brand attitude, it was found that there was a wide difference in the order of more than three times, less than one, and two, and 0.0830 of a significant level was so investigated not to be statistically significant that it was not supported in the brand attitude and it was supported in the purchase mind. Third, the verification for correlation of 【Hypothesis 3】, "As for point of purchase advertising, the higher brand attitude is, the more there would be a positive correlation with the purchase mind", produced the result that there was a low correlation between these two variables and because of 0.0001 of a significant level was investigated as the statistically high and significant. As we see in the result of the study, there was a difference between brand attitude and purchase mind according to the sex. Therefore, it is important in an effect thant an enterprise to want to make point of purchase advertising. in a retail store should advertise after deciding on the target market according to the sex. And it is possible to draw the conclusion that it is effective to keep on making point of purchase advertising. in a retail store because consumers' shopping times have an important difference in the purchase mind. Besides, it was found to the correlative between brand attitude and purchase mind although it was a comparatively low correlation. Therefore, in order to raise the purchase mind it is important to raise the loyalty level on brands.