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대중화 단서가 구매의도에 미치는 영향: 제품 유형 및 자기-브랜드 연결의 조절효과와 타 소비자에 대해인지된 유사성의 매개효과를 중심으로
이인영 ( Inyoung Lee ),김상훈 ( Sang Hoon Kim ) 한국소비자학회 2016 소비자학연구 Vol.27 No.1
Feedback on online shopping mall products has become a ritual among consumers. It is much easier today for consumers to monitor consumer`s reaction to products that they are interested in. Internet platform operators such as Amazon.com implicitly or explicitly provide consumers with a number of post-purchase reactions from those who have already purchased so that potential buyers can be informed on the popularity of a product or service. Moreover, some companies try to give an impression that their products are widely popular in the marketplace in order to lure more consumers. As such, popularity cues can have a decisive effect on consumers` purchase decision. Thus, this study explores the multifaceted impact of popularity cues and examines how popularity cues can influence consumers` purchase intention. We classified products into two types: a strong-identity signaling product and weak-identity signaling product. Also, we classified consumers into two groups: consumers with strong self-brand connection and consumers with weak self-brand connection. Then, we compared the impact of popularity cues on purchase intention according to product types and consumers` characteristics. In experiment 1, we showed that the popularity cue for the strong-identity signaling product (i.e., music) resulted in a negative impact on purchase intention, which is contrary to the weak- identity signaling product (i.e., toothpaste) condition. In experiment 2, the types of products and consumers` self-brand connections was significant in a three-way interaction among the popularity cue (i.e., present vs. absent). Specifically, consumers with strong self-brand (i.e.,Apple) connection showed higher purchase intention when the popularity cue was absent for a product such as a laptop, which strongly signals the type of user. On the other hand, consumers with strong self-brand connection showed an upward tendency of purchase intention when the popularity cue was present when a product such as a desktop computer weakly signals the type of user. However, the relationship was reversed or not significant for consumers with weak self-brand connections. Lastly, experiment 3 was conducted to find out what mediates the three way interaction effects without the respondents` prior knowledge about the focal products or brands, which are controlled using virtual clothing brand ``A``. A three-way interaction was reaffirmed when using a shirt as a strong-identity signaling product and using functional underwear as a weak-identity signaling product. Furthermore, we found that the interaction was mediated by respondents` perceived similarity with other consumers. In general, these three experiments provide consistent evidence that consumers can be influenced by the popularity cue according to the product type and their self-brand connection. Thus, this research suggests an optimal condition for a popularity cue when considering together essential considerations such as the product type and consumer characteristics.
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기혼간호사의 사회적 지지와 일-가정 갈등, 일-가정 향상과의 관계
이인영 ( Inyoung Lee ),고유경 ( Yukyung Ko ) 한국병원경영학회 2021 병원경영학회지 Vol.26 No.1
Purpose: This study is to identify the relationship among married nurses’ social support, work-family conflict and work-family enrichment and to examine the influence of social support on work-family conflict and work-family enrichment. Methods: Data were collected from married nurses working at three hospitals with more than 100 beds in J Province and analyzed by descriptive statistics, t-test, ANOVA, Mann-Whitney U test, Kruskal-Wallis H test, Pearson’s correlation analysis and hierarchical regression analysis using SPSS 21 program. Findings: In the correlation analysis only social support and work-family enrichment showed positive correlation. As a result of hierarchical multiple regression analysis, social support still acted as a significant influence factor on work-family conflict and work-family enrichment even in the state of considering the effect of control variables. Conclusion: In order to lower work-family conflict and to enhance work-family enrichment of married nurses, it is necessary to introduce and implement welfare policies for work-family reconciliation at the workplace level and at home level it is necessary to provide concrete measures so that married nurses can find the value of life as workers while house working and nurturing.
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