환경친화적 교통수단의 이용에 영향을 주는 요인에 관한 연구

이정주 忠南大學校 大學院 2019 국내석사

The environmental problems facing mankind today have emerged as a common problem for mankind, not as a matter of individual. As a result of economic growth, the environment is polluted, the ecosystem is destroyed, and the survival of human beings is threatened. Issues related to climate change and the environment are of important concern not only to businesses, governments, the international community but also to consumers. Based on this phenomenon, environmental awareness on environmental issues has increased around the world, and even the government, businesses and consumers in Korea have become interested in eco-friendly policies. This study was designed to analyze consumers' environmentally friendly spending behavior, to present a model that can explain the factors affecting their choice of environmentally friendly transportation, and to analyze the relationship between factors. Although research regarding eco-friendly consumption behavior has been carried out steadily, most of the research is only descriptive analysis, the research was designed to help establish marketing strategies for environmentally friendly transportation operators by identifying factors that affect the use of environmentally friendly transportation means. Research has shown that awareness of environmental issues has a positive impact on interest in environmental protection, and interest in environmental protection has a positive impact on environmentally friendly consumption behavior. And eco-friendly consumption behavior has been confirmed to have a positive effect on the use of environmentally friendly transportation. Therefore, eco-friendly transportation operators should encourage eco-friendly consumption behavior by increasing consumers' awareness of the environment and interest in environmental protection. In addition, eco-friendly transportation operators needs to focus on increasing the demand for environmentally friendly transportation by eco-friendly consumers by promoting environmentally friendly parts of transportation operated by businesses.

SNS 광고속성과 프라이버시 우려가 베트남 소비자의 광고 태도에 미치는 영향 연구 : 브랜드 신뢰의 조절효과를 중심으로

Bui Thi Lu Chinh 忠南大學校 大學院 2021 국내석사

본 연구에서는 페이스북 광고의 세 가지 속성을 정보, 오락 및 불편성으로 나누었다. 이 연구의 목적은 광고 속성, 프라이버시 우려정도가 광고 태도에 미치는 영향을 검증하였으며, SNS 사용자들이 브랜드 신뢰가 페이스북 광고 태도에 미치는 조절적 영향을 검증하였다. 본 연구는 베트남 페이스북 사용자들을 대상으로 설문조사를 하여 359개의 답변을 수집하였다. 수집한 359 개의 답변에 의해서 SPSS 24 프로그램으로 신뢰, 요인 및 회귀 분석 실시하였다. 연구 결과에 따르면 광고의 3가지 속성이 광고 태도에 긍정적인 영향을 미치는 것으로 나타났고 프라이버시 우려가 광고 태도에 대한 부정적인 영향을 미치는 것으로 나타났다. 또한, 브랜드 신뢰는 프라이버시 우려가 광고 태도에 미치는 영향에 있어서 브랜드 신뢰의 조절 효과를 보였다. 이러한 실증 연구는 광고 태도에 영향을 미치는 중요한 정보와 위험요소를 새로 발견하였으니 SNS 매체연구, SNS 광고연구, 그리고 국제 마케팅 연구의 학문적 발전에 기여할 수 있는 것으로 기대된다. 또한 베트남 소비자들을 타깃으로 하는 베트남 기업과 베트남에 진출하는 외국 기업들에게 효과적인 SNS 마케팅 전략과 SNS 광고 전략을 수립하는 데에 실무적인 시사점을 제공할 수 있을 것으로 기대된다. In this study, the characteristics of advertising were divided into 3 factors: informativeness, entertainment, and irritation. The purpose of this study is to examine the impact of SNS advertising characteristics and Privacy concern on the Advertising attitude of Vietnamese consumers, focusing on the moderating effect of Brand trust. The research's subject is a Vietnamese Facebook user. From June to August of 2020, made a Google form questions, there were 359 Facebook online survey responses. The data was analyzed basing on 359 responses and SPSS 24 software. The results show that all three characteristics of Facebook ads positively affect Vietnamese consumers’ advertising attitude. The study also found that Privacy concern has a negative effect on Vietnamese consumers’ advertising attitude. In additional to explore the moderating effect of Brand trust, the study found that Brand trust has a significant moderating effect with the relationship between Privacy concern and Vietnamese consumers’ advertising attitude. In other words, when consumers have high Brand trust, the negative effect of Privacy concern on their attitude about advertising is less. It is expected that this study will provide and academic contribution to SNS media research. In addition, it is expected to provide practical implications for establishing effective SNS marketing and SNS advertising strategies for Vietnamese companies as well as foreign companies that aim to enter the Vietnam market or aim for Vietnamese consumers.

육아용품 산업에서 플랫폼 특성이 구매의도에 미치는 영향 : 플랫폼 애착의 매개효과와 제품유형 및 육아경험의 조절된 매개효과

이지백 忠南大學校 大學院 2023 국내박사

As a study on the effect of platform features on purchase intention in the childcare product industry, it is intended to confirm the mediating effect of platform attachment and the moderated mediation effect of product type and parenting experience. The vertical commerce platform is a category killer that focuses on one market or one category, which provides a differentiated business focused on a specific market or category according to the increasingly subdivided consumer tastes. In particular, the vertical commerce platform in the childcare industry, which is a representative industry with different users and buyers, plays a very important role in solving the difficulties of purchasing childcare products, as childcare products have the features of infromativness, experience, famous, and trust. In the literature review, the factors of 'interaction', 'information', and 'economy', which are sub-factors of platform features, were explored, and the research model was established using variables such as platform attachment, purchase intention, product type, and parenting experience. This study was conducted on 278 mothers raising children, and the product type was divided into experience goods (e.g., aquariums) and material goods (e.g., Lego) in terms of development and cognition. Childcare experiences were classified into first-time parenting experiences and multiple-child parenting experiences. As a result of the study, first, it was found that platform features had a positive effect on purchase intention. Second, it was found that platform features had a positive effect on platform attachment. Third, it was found that platform attachment had a positive effect on purchase intention. Fourth, the mediating effect of platform attachment was confirmed in the relationship between platform features and purchase intention. Fifth, it was found that the product type moderating the relationship between platform features and platform attachment. Sixth, the moderated mediation effect of the product types was found to be significant. Seventh, it was found that parenting experience moderation the relationship between platform attachment and purchase intention. Eighth, the mediated moderation effect of parenting experience was found to be significant. Ninth, the moderated mediation effect of product types and parenting experience was found to be significant. 본 연구는 육아용품 산업에서 플랫폼 특성이 구매의도에 미치는 영향에 관한 연구로 플랫폼 애착의 매개효과와 제품유형 및 육아 경험의 조절된 매개효과를 확인하고자 한다. 버티컬커머스 플랫폼은 하나의 시장 또는 하나의 카테고리를 집중으로 하는 카테고리 킬러(Category Killer)로 소비자의 취향이 점점 세분화되는 상황에 맞춰 하나의 시장 또는 하나의 카테고리에 전문적으로 집중하는 차별화된 비즈니스를 제공한다. 특히, 육아 산업과 같이 이용자와 구매자가 다른 대표적 산업의 버티컬커머스 플랫폼의 경우 육아용품은 탐색재, 경험재의, 명성재, 신뢰재의 특성을 모두 가지고 있어 육아 산업에서의 버티컬커머스 플랫폼은 육아용품 구매 시 어려움을 해결하는데 매우 중요한 역할을 한다. 선행연구에서 플랫폼의 특성의 하위 요인인 ‘상호작용성’, ‘정보성’, ‘경제성’의 요인을 탐색하였고, 플랫폼 애착과 구매의도, 제품유형, 육아경험 변수를 통해 본 연구 모델을 설정하였다. 본 연구에서는 278명의 육아중인 엄마를 대상으로 연구를 실시하였으며, 제품 유형은 발달⋅인지 측면에서 체험재(예:아쿠아리움)와 물질재(예:레고)로 구분하였다. 육아경험은 첫째 자녀와 다 자녀를 대상으로 조사하였다. 연구결과 첫째, 플랫폼 특성이 구매의도에 긍정적 영향을 미치는 것으로 나타났다. 둘째, 플랫폼 특성이 플랫폼 애착에 긍정적 영향을 미치는 것으로 나타났다. 셋째, 플랫폼 애착이 구매의도에 긍정적 영향을 미치는 것으로 나타났다. 넷째, 플랫폼 특성과 구매의도 간의 관계에서 플랫폼 애착의 매개효과를 확인하였다. 다섯째, 플랫폼 특성과 플랫폼 애착과의 관계를 제품유형이 조절하는 것으로 나타났다. 여섯째, 제품유형의 조절된 매개효과가 유의한 것으로 나타났다. 일곱째, 플랫폼 애착과 구매의도와의 관계를 육아경험이 조절 하는 것으로 나타났다. 여덟째, 육아경험의 조절된 매개효과가 유의한 것으로 나타났다. 아홉째, 제품유형과 육아경험의 조절된 매개효과가 유의한 것으로 나타났다.

IT 제품의 사전예약 판매 출시 지연이 감정반응과 고객행동에 미치는 영향

강승표 忠南大學校 大學院 2017 국내석사

다수의 글로벌 기업들이 사전예약 판매를 통해 신제품을 출시하고 있는데, 예를 들어 애플사의 아이폰, 마이크로소프트사의 윈도우 등, 특히 IT 신제품들이 시장에 출시되기 이전에 예약을 통해 소비자들에게 사전 판매되는 경우가 많은 편이다. 하지만 애플의 아이폰 등을 살펴보면 사전예약으로 판매하기로 한 날짜보다 제품의 출시가 지연이 되는 경우를 종종 접할 수 있다. 사전예약 판매제품을 구입하는 고객들이 점점 늘어가고 있고 시간의 가치가 더 중요 시 되고 있는 현재, 제품을 받기 위해 기다리는 것은 고객에게 피할 수 없는 구매 과정이 되고 있다. 따라서 본 연구는 사전예약 판매제품의 출시 지연에 대한 소비자들의 감정반응을 알아보고 감정반응에 따른 행동의도에 대해 연구하고자 한다. 연구 목적을 달성하기 위한 구체적인 목적은 다음과 같다. 첫 째, 사전판매 출시제품의 출시가 지연이 될 경우 소비자의 감정반응 중 부정적 감정(화남, 불확실성)과 받아들일 수 있는 감정인 수용가능성에 어떠한 영향을 미치는지 확인한다. 둘 째, 사전예약 판매제품의 출시 지연으로 인한 감정반응 중 부정적 감정(화남, 불확실성)이 제품을 이용하는 소비자들의 행동의도(재 구매 의도, 부정적 구전)에 미치는 영향에 대해 알아본다. 마지막으로 사전예약 판매제품의 출시 지연을 받아들일 수 있는 소비자들의 수용가능성이 행동의도(재 구매 의도, 부정적 구전)에 미치는 영향 관계에 대해 알아봄으로써, 사전예약 판매 시스템에서 발생할 수 있는 지연 상태에 대해 사전에 방지하고, 필연적으로 발생한 지연을 관리할 수 있는 관리방안을 모색하고자 한다.

휴먼브랜드 애착의 영향요인과 결과 : 소셜 인플루언서를 중심으로

안선영 忠南大學校 大學院 2019 국내석사

This study looked at the influential factors of human brand attachment and their results focuing on social influencers. Six human brand characteristics and the self-congruity in the human brand-consumer relationship were the influential factors reviewed. And the expanded human brand purchase intention, which is a result of the attachment, was examined. Also, from the perspective of the relationship between the human brand attachment and the expanded human brand purchase intention, the study looked into the moderating effects of the vividness of the information provided by social influencers. Results showed that leadership, uniqueness, and intimacy, among the various human brand characteristics, have positive influence on human brand attachment as influential factors. Self-congruity suggested from the viewpoint of the human brand and consumer relationship, including both actual and ideal self-congruities, was also shown to render positive influence on human brand attachment. Human brand extension was classified into line extension and category extension; and the human brand attachment was identified to have positive influence on purchase intentions for both the line extension and category extension. And lastly, the study showed that the vividness of the information provided by social influencers had no moderating effect on human brand attachment and the extended human brand purchase intention. This study proposes strategies for raising the level of human brand attachment in order to increase the asset value of human brands, in other words, human influencers. Strategies from a management perspective were also offered with the aim to maximize asset value as a result of the attachment. Based on such, academic and practical problems that may be encountered from the view of managing human brands were also suggested.

구독서비스 플랫폼 특성과 지속구독의도 간의 관계 : 고객경험의 매개효과와 관여도 및 가격민감도의 조절효과

신영섭 忠南大學校 大學院 2024 국내박사

After the COVID-19 pandemic, the subscription service platform industry has grown rapidly in recently based on the rapid development of new technologies such as ICT/AI/Chat GPT and changes in perception of online purchases and shopping centered on young consumers called the MZ generation. In order to differentiate from existing studies using TAM and UTAUT, this study attempted an information systems approach by recognizing the characteristics of subscription service platforms as buyers and consumers rather than simple technology users. To this end, this study used DeLone & McLean's IS success scale to adopt a multidimensional configuration of system quality, information quality, and service quality as the subscription service platform characteristics. Based on previous research(Rudolph & Bischof 2017), subscription service types were classified into predefined type, curation type, and surprise type. This study sought to explore the mediating role of customer experience in the relationship between subscription service platform characteristics and intention to continuous subscription and to verify the moderating effect of price sensitivity, which is an indicator of the level of involvement and subjective perception of price changes. For this purpose, the first offline preliminary survey was conducted on September 15, 2023(1 day) among undergraduate students(N=44) of the Department of Business Administration at a national university in the Daejeon. Based on the preliminary survey results, the survey items were revised and elaborated, and an online main survey was conducted from October 21, 2023 to October 31, 2023(11 days) targeting consumers with experience using the subscription service platform. A second main survey(N=395) was conducted by requesting a research company. Analysis was conducted using the data from the final 360 samples, excluding cases where the answers were incorrect or unsuitable for analysis(N=35). As homogeneity was confirmed between subscription service types, subsequent analysis was performed without distinction of subscription service types. As a result of the analysis, First, it was found that there was a significant positive effect between subscription service platform characteristics and intention to continuous subscription. Second, it was found that there was a significant positive effect between subscription service platform characteristics and customer experience. Third, it was found that there was a significant positive(+) effect between customer experience and intention to continuous subscription. Fourth, it was found that customer experience had a significant positive(+) mediating effect in the relationship between subscription service platform characteristics and intention to continuous subscription. Fifth, among the characteristics of the subscription service platform, a significant positive moderating effect of involvement was confirmed in the relationship between information quality and service quality and customer experience. Sixth, among the characteristics of the subscription service platform, involvement was found to moderated-mediating effect of customer experience in the relationship between information quality and service quality and intention to continuous subscription. Seventh, a significant positive moderating effect of price sensitivity was confirmed in the relationship between customer experience and intention to continuous subscription. Eighth, among the characteristics of the subscription service platform, price sensitivity was found to play a significant positive moderating role in the mediating effect of customer experience in the relationship between information quality and intention to continuous subscription. Finally, the moderated-mediating effects of involvement and price sensitivity in the relationship between the influence of subscription service platform characteristics on continuous subscription intention through customer experience were not found to be significant.

창업교육 효과가 창업기업의 성과에 미치는 영향 : 창업자기효능감, 창업 실패에 대한 두려움 및 창업만족도의 매개효과와 창업기간의 조절효과

김나예 忠南大學校 大學院 2023 국내박사

자기해석 성향이 CRM 제품에 대한 태도와 구매의도에 미치는 영향

황예진 忠南大學校 大學院 2018 국내석사

본 연구는 한국 내 소비자의 자기해석(self-construal)이 공익연계 마케팅(cause-related marketing; CRM) 제품에 대한 태도와 구매의도에 미치는 영향이 부정적인 감정인 죄책감에 의해 간접적으로 영향을 받았는지 여부를 조사하였다. 특히, 관계적 성향의 소비자들보다 독립적 성향의 소비자들이 통제 제품보다 CRM 제품에 어떻게 관련되어 있고, 부정적 감정이 어떻게 영향을 미치는지에 대해 2가지 실험을 통해 알아보고자 했다. 먼저, 실험 1에서 싱겔리스(Singelis, 1994)의 자기해석의 측정 방법을 통해, 독립적 성향과 관계적 성향의 소비자가 CRM 제품에 대한 태도와 구매의도를 살펴보았다. 결과는 상징적 의미가 부여된 CRM 제품에 있어 두 성향 모두 긍정적인 태도와 구매의도를 보였으나, 관계적 성향이 독립적 성향보다 태도와 구매의도에 긍정적인 영향을 나타냈다. 실험 2에서는 소비자의 자기해석 성향에 따라 죄책감 경험과 일상 경험을 고려하여 CRM 제품과 통제 제품 대한 태도와 구매의도를 살펴보았다. 그 결과, 타인과의 관계를 중요시하는 한국 사회에서 독립적 성향의 소비자는 관계적 성향의 소비자보다 죄책감 경험에 대한 느낌을 더 크게 느꼈다. 죄책감을 느낀 독립적 성향의 소비자들은 부정적 감정을 회복하고자, CRM 제품에 대한 태도와 구매의도에 간접적으로 영향을 미침을 확인하였다. 본 연구에서 우리는 소비자의 자기해석 성향과 기부의도에 대한 이전의 연구와 비교하였고, 한국 내 자기해석 성향과 CRM 제품 태도와 구매의도에 있어, 죄책감의 간접효과를 확인하고 연구의 결과를 논의하였다. 또한, 실용적인 면에서 마케터들은 소비자의 자기해석 성향을 기반으로 CRM 제품 프로모션 세분화를 수행하고 뚜렷한 마케팅 전략을 개발할 수 있다. The present research studies the impact of Korean consumers’ self-construal tendencies on attitudes and purchase intention regarding cause-related marketing (CRM) products by being indirectly affected by negative emotions such as sense of guilt. Especially, two experiments are conducted to examine how independent consumers rather than relationship-oriented consumers are more related to CRM products compared to control products, and how negative emotions have impact in the process. First of all, in experiment 1, Singelis(1994)’s self-construal measurement method is used to examine attitudes and purchase intentions of independent and relationship-oriented consumers towards CRM products. The results indicate that both tendencies demonstrate positive attitudes and purchase intentions while relationship-oriented consumers show more positive attitudes and purchase intentions when compared to those of independent consumers. In experiment 2, in accordance with the consumers’ self-construal tendencies, sense of guilt and daily life experience are considered to examine attitudes and purchase intentions towards CRM products and control products. As a result, In Korean society where relationship with others is considered important, independent consumers have stronger feelings than relationship-oriented consumers regarding their experience arousing sense of guilt. Attitudes and purchase intentions of independent consumers with sense of guilt are indirectly affected in order for them to recover from negative emotions. The present study compares with previous literatures regarding self-construal tendencies and donation intentions, and confirm and discuss research results in terms of self-contrual tendencies and its impact on CRM product attitudes and purchase intentions in Korean society by verifying the indirect impact of the sense of guilt. Also, from practical standpoint, the marketers can conduct CRM product segmentation in detail and develop clear marketing strategies based on consumers’ self-construal tendencies.

사회적 배제가 구전의도에 미치는 영향

전향이 忠南大學校 大學院 2019 국내석사

The present research examines whether and how socially excluded experience affects word of mouth intention of different channels(online vs. offline). We conducted a survey using priming method of social condition(excluded & non-excluded) to find support that socially excluded individual, compared with non-excluded, exhibits greater intention of sharing product information by offline channel. This effect is mediated by social connectedness which been reinforced after socially excluded experience. The study also predict that social exclusion affects online WOM intention which the effect is mediated by motive of approval seeking. But the result shows no significant difference in the approval seeking between excluded and non-excluded condition, as thus no significant effect has been proven that social exclusion affect online WOM. But the research found by examining indirect effect of each path using bootstraping analysis the difference of WOM motives between two different channels. Social connectedness has significant effect only on offline WOM, approval seeking motives has significant negative effect on offline WOM but has significant positive effect on online WOM. It implies that people tend to share product information online for approval seeking, but face to face when they need to feel socially connected with others. Furthermore, the research propose that whether socially excluded individuals need more social connectedness or recognition depends on whether they perceive the cause of the exclusion internal or external. The result presents no significant difference in social connectedness between two kinds of locus of causality, but significantly higher motives of approval seeking found in external causality.

Porcine tracheal mucosa-derived Decellularized patch For septal perforation prevention in rabbit model

김소정 이화여자대학교 대학원 2020 국내박사

Background and objectives Nasal septal perforation is caused by bilateral septal mucosal injuries after nasal trauma and septal surgeries. Several previous studies have reported that interpositional grafts composed of biocompatible materials may be effective for closing nasal septum perforations. However, it has only been attempted for the treatment of nasal septal perforations that have already occurred, and studies on prevention have not been conducted yet. This study aimed to determine whether porcine tracheal mucosa derived decellularized patch can prevent nasal mucosa injuries from developing into septal perforations. Methods Bilateral nasal septal mucosa defects were surgically induced in 36 rabbits. In the control group (n=12), only silastic sheets were applied bilaterally. In the experimental groups, decellularized mucosa patches were unilaterally (n=12) or bilaterally (n=12) applied to the defect site. Between postoperative weeks 1 and 8, the animals were sacrificed, and the nasal septum was completely removed. Macroscopic and histopathological examinations were performed on the nasal septum. And glycosaminoglycan (GAG) levels associated with mechanical properties of the cartilage were measured. Results Septal perforations occurred in 5 control group rabbits (42%), 1 unilateral group(9%), and none of the bilateral group. Relative to the control group, decellularized patch applied groups had smaller mean defect areas at postoperative weeks 1 (P =0.027) and 4 (P = 0.039). There was a significant difference regarding mucosal regeneration and cartilage regeneration in experimental group. Conclusion The decellularized porcine tracheal mucosa can prevent mucosal defects, promote the repair of mucosal defects, and protect the nasal cartilage. 배경 및 목적 본 연구의 목적은 비중격 점막 결손 발생 시 이용가능 하며 점막의 재생 및 천공 예방을 위한 탈세포화 점막체의 적용의 효용성을 평가하기 위한 것이다. 비중격 천공은 비강의 외상이나 비중격 수술에 의해 발생하는 양측 비중격 점막의 손상으로 인하여 발생한다. 기존의 연구들에서는 비중격 천공의 폐쇄의 방법으로 생체 적합성 물질을 이용한 삽입이식술을 시행하는 것을 제안하고 있다. 하지만 이런 시도들은 이미 발생한 비중격 천공에 대한 치료 목적의 방법으로 예방을 위한 연구는 지금까지 이루어지지 않고 있다. 본 연구는 이종(돼지) 기관 점막 유래 탈세포화 패치를 이용하여 비중격 점막 손상 후 발생되는 비중격 천공을 예방 효과를 평가하며 그 적용가능성을 확인하고자 하였다. 방법 돼지 기관에서 분리한 점막을 탈세포화 과정을 거쳐 패치 형태로 디자인하였다. 토끼 36마리의 양측 비중격의 동일 부위를 지름 0.8 cm의 원형으로 수술적으로 제거하여 결손 모델을 만들었다. 대조군에는 양측 결손 부위에 양측 실리콘판만을 적용하였다(n=12). 실험군에서는 결손부위에 탈세포화 점막 패치를 편측 (실험군 U, n=12)과 양측 (실험군 B, n=12)으로 삽입 후 실리콘판을 적용하였다. 술 후 1주, 2주, 4주, 8주에 동물을 희생하여 비중격을 완전히 분리했다. 비중격 천공의 발생 여부, 비중격 점막의 재생, 비중격 연골의 손상, 비중격 연골의 재생 여부를 육안적 그리고 현미경적 검사를 시행하였다. 또한 Glycosaminoglycan의 양을 측정하여 연골의 기계적 특성을 검사하였다. 결과 비중격 천공의 발생은 대조군에서 5마리 (42%), 실험군 U에서 1마리 (9%), 실험군 B에서 0마리로 확인되었다. 평균 점막 결손 크기가 대조군에 비하여 탈세포화 점막을 삽입한 군에서 술 후 1주 (p=0.027)와 4주 (p=0.039)에 의미 있게 작음이 관찰되었다. 점막의 재생과 연골의 재생 또한 탈세포화 점막 삽입군에서 의미 있게 차이가 있음이 관찰되었다. 결론 본 연구에서는 이종(돼지) 기관 점막 유래 탈세포화 패치가 비중격 점막의 결손 시, 비중격 천공을 예방하는데 효과적으로 이용 될 수 있음을 확인하였다. 또한 비중격 점막의 재생을 촉진시키며, 비중격 연골의 변성을 막고 재생을 촉진하는데 효과가 있음을 확인하였다. 이에 비중격 점막의 손상 시 탈세포화 점막 패치가 효과적으로 사용 될 수 있을 것으로 생각된다.