消費者 態度調査를 위한 要因分析 事例硏究

薛相哲 東亞大學校 1985 東亞論叢 Vol.22 No.1

Many of the making decision problems are concerned with the interrelationships of multiple variables, because of the variety of marketing environment. And necessarily it needs to involve many variables and lots of data in marketing decision, especially in identifying the consumer attitude. Factor analysis is one of the multivariate statistical method that has proved particularly useful as a means of reducing the complexity of business data. There have been many different applications of factor analysis in marketing research, yet frequently little detail was given. Now, the purpose of this article is to discuss and illustrate the use of factor analysis through the application to identifying the consumer attitude toward consumerism. This study draws upon data collected in questionnaire survey of which respondents are students of the korea Radio and Correspondence College, residing in Pusan City and Kyongnam Province. The sample of the survey consists of 383 students out of 1930 students by random sampling who attended the summer course (July 30, 1985-Angust 3, 1985) at Dong-A University. And SPSS Batch System has been used to process the data. The survey questionnaire consists of 10 questions which can be classified two groups: The first group is concerned with consumer orientation of business enterprise and the second group with government intervention. In conclusion, the analysis result suggests that one item (numbered 30) of the question about the consumer orientation is not appropriate, and the respondents think that generally, korean business enterprises are little consumer-oriented, then, they want government intervention to preserve consumer's right and profit. Also, this study illustrate the use of factor analysis for identifying consumer attitude.

웹 廣告가 卽席食品 消費者 態度에 미치는 影響에 관한 硏究

薛相哲,金明珠 東亞大學校 經營問題硏究所 2001 經營論叢 Vol.22 No.-

釜山地域 消費者의 大型小賣店 利用實態에 관한 硏究

薛相哲 동아대학교 경영대학 1989 經營硏究 Vol.- No.3

The purpose of this study is to identify the characteristics of the shopper s behavior in the big retail store, especially in the department store and the shopping center in Pusan area, and to show the business policy for such a big retail store. The methodology of this study was a questionnaire sample survey. The sampling method was the multi-cluster sampling. The questionnaire was made to measure the consumer's shopping behavior-the shopping motive, the shopping frequency, numbers of department store which shopper patronizes, the shopping time, the shopping occasion, the average monetary purchases, the transprotation to access, the shopper's postpurchase opinion, and the demographic characteristics. The questionnaires were sent to 1,230 consumers. To take statistics Factor Analysis, Cluster Analysis, and Crosstabulation Analysis and ANOVA were used. To run the statistical package the computer CYBER 170/825 system in the Pusan National University was used. The findings and suggestions are as follows 1. The department stores or the shopping centers in Pusan were loved by only a few consumers motivated by the agreeableness of the in-store display, the assortment diversity, and product quality. 2. The department stores or the shopping centers serving for subsistence commodities are seldom identified. Rather, they are often used as a shopping store for the shopping goods. 3. Because it was discovered that almost big retailers had traffic problems to be accessed, the management of the future retailers should consider its location to semi-downtown area to make an one-stop-shopping possible. 4. The management of the present big retailers can consider the in-store space for the arts, the educational program, the dilettant life, and the sports-leisure life. 5. The management of the present retailers can consider the changes in the line of business to compete others. A policy is the specialization in the line of business.

消費者의 住居類型에 따른 라이프스타일 硏究 : -in Pusan Area- -釜山地域 消費者를 對象으로-

薛相哲 東亞大學校 1989 東亞論叢 Vol.26 No.1

It is generally accepted that the consumer's life style is an organizational concept for understanding many of the determinants and processes of behavior. In recent years, because a consumer's life style which has been use as basis to segment target market bears its influences upon his or her purchasing decision, this concept has attracted researcher's attention as a distinct and formalized basis for segmentation itself. And, from the 1960's an industrialization in Korea gave rise to an urbanization in Korea gave rise to an urbanization and sequentially a new residing type, i.e. the apartment etc. Several preceding studies found out that the consumer's behavior is somewhat different by the housing environment. The purpose of this study is to identify the consumer's life style according to their residence and clarify their demographic characteristics. The methodology of this study was a sampling questionnaire survey. The asmpling method was the multi-area cluster sampling. The questionnaires were made to measure consumer's activities, interests, and opinions, and were sent to 1,040 consumers in Pusan. To take statistics Factor Analysis, Cluster Analysis, Oneway ANOVA, Frequencies X²-test were used. The findings were as follows: 1. The consumer's life styles in the independent housing type were type were identified four groups-the fashion and convenience seeking pattern, the living security and leadership seeking pattern, the home oriented and leasure living pattern, the traditional living pattern. 2. The consumer's life styles in the apartment type were identified four groups-the modernized small-family living pattern, the affluent living pattern, the practical living pattern, the steadfast living pattern. 3. The consumer's life style in the rented house were identified two groups-the frugal living pattern, the languid living pattern. 4. It was revealed that there were differences in the consumer's ages, the level of educations, and occupations among the life style groups in the independent housing type. 5. It was revealed that there were differences in their monthly monetary incomes, the level of educations, and occupations among the life style groups in the apartment type. 6. There revealed no differences in the consumer's demographic characteristics among the life style groups in the rented house.

의료서비스 품질, 재이용의도, 구전효과사이의 인과관계 모형 연구 - 종합전문병원과 전문병원을 중심으로 -

설상철,김수배 대한경영학회 2004 大韓經營學會誌 Vol.17 No.4

Recently many medical center transfer to special hospital with more specialized medical technique on particular medical area and disease because of business difficulties of small & medium sized hospital. Medical centers which have been leader of medical business so far are experiencing internal & external business difficulties because not only of declining customers due to increasing number of special hospitals but also global market opening of medical service.This study analyzed the customer satisfaction after medical service use, the effects of word-of-mouth, and factors influencing each constructs. Results of the study are : The tangibleness and specialty of medical centers are superior to those of special hospitals. The reactivity of employees and customer satisfaction, intention of service re-use and word-of-mouth effects of medical centers are higher than those of special hospitals. And there is no significant difference between two categories of hospital. It was also confirmed that medical service quality such as tangibleness, system, specialty, reactivity influence customer satisfaction, and customer satisfaction influence directly the intention of re-use and word-of-mouth effects. 경영관리의 초점이 제조중심에서 서비스중심으로 급격한 변화를 가져오고 있어 서비스 관리의 도입이 매우 중요시 되고 있다. 의료서비스를 제공하는 병원에서도 서비스 품질과 고객만족의 중요성이 점차 증가하고 있는 가운데, 최근 중소병원의 경영난으로 특정 의료분야나 질병에 대한 전문적인 기술과 진료능력을 갖춘 전문병원으로의 전환이 증가하고 있다. 지금까지 의료계를 선도해 온 종합전문병원은 새로운 전문병원의 출현으로 이용고객의 감소와 의료시장 개방이라는 외적환경 대두와 함께 내적 위기요인에 직면해 있다. 이러한 상황 하에서 종합전문병원과 전문병원의 이용고객을 대상으로 그들이 지각한 의료서비스 품질요인이 의료서비스 이용 후의 만족과 재이용의도 및 구전에 미치는 영향을 파악, 비교하고, 그 전략적 시사점을 모색하고자 하였다. 연구결과 종합전문병원은 유형성과 전문성이 전문병원보다 우수한 것으로 나타났으나, 종업원의 반응성과 고객만족, 재이용의도 및 구전효과 등은 전문병원이 보다 높은 것으로 확인되었으며, 시스템은 유의한 차이를 발견하지 못하였다. 또 의료서비스 구성개념과 매개변수의 결과변수에 대한 인과관계를 분석한 결과 유형성, 시스템, 전문성, 친절성 등의 의료서비스 품질요인은 고객만족에 영향을 미치고, 고객만족은 재이용의도 및 구전효과에 직접적인 영향을 미치는 것으로 확인되었다.

企業의 마아케팅活動에 대한 大學生 消費者의 態度에 관한 硏究

薛相哲 東亞大學校 經營問題硏究所 1985 經營論叢 Vol.8 No.-

During the past two decades, there has been increasing concern in business policy of the advanced nation for the rights and interests of the consumer. Many business firms have made a great contribution to the betterment of the standard of living by executing consumer oriented management. There are also many studies on the consumer behavior and consumer reactions to marketing plans and business practices. Since the marketing has been introduced to korea, there has been much progress in business management through the performance3 of the marketing system. Also, many studies and researches to determine consumer characteristics or consumer response to a marketing strategy were made. Now, the need of understanding consumers arises more than before in the age of a open-door policy, shortage of resources because the firm and Government should take care of consumer advocates and their movement, consumer's attitudes toward marketing practice as a environmental factor to survive. But there can hardly be found a study on consumer attitudes, especially collegian ones toward overall marketing practices. This article represents on exploratory research which used collegians consumers who live in pusan city as a sample to recognize their perceptions of marketing activities of korean business and to suggest some implication for marketing management. In this survey, the data were collected by personal and group interview from July 5, 1985 to september 30, 1985. Questionnaires were made of 6 classification items and 38 Likert 5-scales type statements chosen after a pilot test of 48 items. Fifty random selected collegians of Dong-A University were used in this pretest. The reference data to make those statements was the questionnaires which ever used for the national survey in 1972 and 1977 in America. And to make an easy discussion, the 38 statements are grouped into several categories as philosophy of business, product quality, advertising, other marketing activites, consumer responsibility, consumerism and government intervention. The samples of collegians were randomly and systematically selected. For the purpose of analysis, the collected data were summed by using subprogram Appregate, Cross tabs and Factor analysis in SPSS. The prime 400/500 computer was used to run those statistical packages. The critical analysis of the date from this survey suggests several broad conclusions and implications.

新製品導入을 위한 豫測「모델」硏究

薛相哲 동아대학교 부설 사회과학연구소 1984 사회과학논집 Vol.2 No.-

As most kinds of products have their own life cycle, the introduction of the new product is indispensable for the company s future profit. The decision for the new product introduction needs sales forecasts. The purpose of this study is to review and design the forecasting model which enables marketers to understand how to estimate future sales easily in the test market phase. Most models need many variables, and the relations among the variables are so complicating that the models are difficult to understand and use. To attain the above objectives, the model has to be based on the process of a new product. There are five stages in this process, namely, the Awareness, Interest, Evaluation, Trial and Adoption stages. The main question in constructing a model is how to settle the relations between demand and its prerequisites -(1) how the functional formaula should be made up?(2) what variables should be involved in the formula? The more variables involved in the model, the more accurate it is. In theory, all the variables should be included in the model because if some variables are omitted, the estimation would be biased. However, the cost of measuring all these factors would be very difficult to make up the functional form perfectly. In this study, the author had an eye on the relationship between the advertising level and awareness level of a company, between the product characteristics from the trial level and the decaying rate. Generally, in the early stage of the new product adoption process, a consumer can be aware of a new product through the company's advertising. Then he(or she) may be willing to try the goods. The effective demand on the company s goods will be known in the trial stage. From this viewpoints, it can be concluded that the model is composed of the awareness model, the trial and model the sales forecasting model. Thus, the awareness model is the formula pointing out how advertising affects awareness Formula : A_(t) = α + β·M_(t) A_(t) : Brand awareness within a period M_(T) : Percentage of household receiving information×Frequency of information passed. α, β : parameter t : period(month) The trial model is the formula showing how awareness affects trial. Formula : T_(t-1)+α(A_(t)-A_(t-1)+β(A_(t-1)-T_(t-1)) T_(t) : The cumulative percentage of triers of the new product within a period. α, β : T h e fraction of potential triers who actually become triers in a given period. In this formula, only two variables are considered. However, other factors should also be considered in the model. Though price does not affect awareness, it however, affects trial. Price can be included in the model as follows: T_(t) - T_(t-1)=α(A_(t)-A_(t-1))+β(A_(t-1)-T_(t-1)) T_(t) - T_(t-1)=ΔT_(t) ΔT_(t)' = α(A_(t) -A_(t-1))+β(A_(t)-A_(t-1)) ΔT_(t)' = ΔT_(t)·P￣_(t) ΔT_(t)' = T_(t)'-T'_(t-1) P￣_(t) = Pb.t/Pa.t Pa.t : Averge price of product within a period. Pb.t : Average price of new product within a period. The sales forecasting model estimates the future sales through the formula as follows. TS(t)=TU·ΔT'_(t) + ^(t-1)∑_(i=1)RT_(i)(t)·RU TS(t): Total Sales within period t TU: The quantity purchased by the trier RU: The quantity purchased by the continuous user RTz(t) : The percentage of triers within period t-i who are still in the class of users within period t A company's future sales will be made up of the sales brought from the new trial within period t, the sales created by the continuous user from period t-1. ... etc. Thus, by designing the model with less variables, basing upon the stage of the new product adoption process, we can estimate more easily at a lower cost without worsening the accuracy.

무행동관성효과- 습관적 구매성향과 극대화성향의 조절효과를 중심으로 -

설상철,최우영 대한경영정보학회 2018 경영과 정보연구 Vol.37 No.4

Inaction inertia effect refers to the phenomenon wherein people who missed attractive opportunities in the past do not take any action when they are given the opportunity to receive discounts (sale). The main objective of this study was to find out how such inaction inertia effect influenced the expected regret from the action, expected regret from inaction, and purchase intention depending on the two types of consumption purposes―for pleasure and for practical use. As the personal disposition of each consumer differs from one another, it was expected that habitual purchase behavior and maximization behavior would influence the inaction inertia. An experiment was thus conducted by using a scenario to satisfy the objective of this study. Results showed that in the case of consumers whose consumption purpose was for pleasure, those who habitually purchased the same brand showed a higher level of expected regret from the action and expected regret from inaction. In the case of maximization behavior, no differences were found in the expected regret from the action between practical consumption purpose and pleasurable consumption purpose. On the other hand, differences were found in the level of expected regret from inaction, which is the case wherein consumers who missed their first opportunity to receive discounts (sale) did not make any purchase on their second opportunity for discounts (sale). Thus, inaction inertia was shown in accordance with habitual purchase behavior in the case of consumption purpose for pleasure, but it was not clearly shown in the case of consumption for practical use. This is because there is a relatively low level of justification on consumption, in the case of consumption for practical use. On the other hand, it was found that consumers with maximization behavior felt a stronger sense of regret in the case of their expected regret for inaction in consumption for practical use than in consumption for pleasure. Also, with regard to purchase intention, it turned out that only consumers with pleasurable consumption purpose had purchase intentions. Through these study results, it would be necessary to consider the consumption purpose behind the purchase of products or services, with regard to inaction inertia, depending on personal dispositions. In accordance with these study results, several theoretical and practical implications were discussed. 무행동 관성효과는 과거의 매력적인 기회를 놓친 사람들이 이후 할인(세일)기회가 주어져도 그것을 얻기 위한 행동을 하지 않는 현상을 말한다. 본 연구의 기본 목적은 이런 무행동 관성효과가 소비목표에 따라 쾌락적인 소비목표를 가지는 경우와 실용적인 소비목표를 가질 때를 구분하여 예상된 행동후회와 예상된 무행동 후회 및 구매의도에 어떠한 영향을 미치는지 규명하고자 하였다. 이는 소비자의 개인적 성향이다르게 나타나기 때문에 습관적 구매성향과 극대화 성향이 무행동 관성에 영향을 주는 요소가 될 것임을예상하였다. 연구목적 달성을 위하여 시나리오를 사용하여 실험을 진행하였으며 연구결과 쾌락적 소비목표를 가진 소비자의 경우 습관적으로 동일한 브랜드를 구매하는 소비자에서 예상된 행동후회와 예상된 무행동 후회 수준이 더 높았다. 그리고 극대화 성향의 경우 예상된 행동후회에 대해서는 실용적 소비목표와 쾌락적 소비목표에 따른 차이가 발견되지 않았다. 반면 첫 번째 할인(세일)기회를 놓친 후 두 번째 할인(세일)기회에 구매를 하지 않는 후회수준인 예상된 무행동 후회에서는 차이가 나타났다. 따라서 소비목표가쾌락적인 경우에는 습관적 구매성향에 따라 무행동 관성행동이 나타났으나 실용적 소비목표에서는 무행동관성효과가 강하게 나타나지 않았다. 이는 실용적 소비목표의 경우 소비에 대한 정당화가 상대적으로 적기때문이라고 설명된다. 반면 극대화 성향의 소비자의 경우 쾌락적 소비목표에서보다 실용적 소비목표에서예상된 무행동 후회에 더 강한 후회를 한다는 것을 알 수 있었다. 또한 구매의도와 관련해서는 쾌락적 소비목표를 가진 소비자들에게서만 구매의도가 있는 것으로 나타났다. 결국 연구결과를 통해 무행동 관성행동이 나타나는 것은 제품이나 서비스가 어떠한 소비목표를 가지고 소비되는지 개인적인 성향에 따라 고려하는 것이 필요하다. 이러한 결과에 따른 몇 가지 이론적 및 실무적 시사점을 논의하였다.

네트워크 마케팅의 허와 실

설상철 한국마케팅연구원 2002 마케팅 Vol.36 No.4

부산지역 대학병원의 포지셔닝전략에 관한 연구

설상철,김경희,추지현 한국마케팅관리학회 1999 마케팅관리연구 Vol.4 No.1