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유통업체 브랜드와 제조업체 브랜드의 태도와 구매의도 간의 경쟁효과 분석
최자영(Choi, Jayoung),최윤식(Choi, YunSik) 한국상품학회 2009 商品學硏究 Vol.27 No.4
본 연구는 구조방정식 모형을 이용하여 매장이미지가 PB및 NB의 태도와 구매의도에 어떤 역할을 하며,PB와 NB간에 경쟁효과를 인과구조 모형을 개발하여 그 모형에 대해 검증하였다.연구모형의 기본 틀은 매장이미지가 PB및 NB에 대한 태도와 구매의도 모두에 영향력을 가진다는 것과 PB태도와 NB구매의도,그리고 NB태도와 PB구매의도 간에는 부적인 효과가 있다는 과정으로 구성되었다. 연구결과,매장이미지가 좋을수록 소비자의 PB및 NB에 대한 태도는 긍정적으로 형성되는 것으로 나타났다.소비자가 특정 매장에 대해 긍정적인 이미지를 갖게 되면,매장 안에서 판매되는 PB와 NB에 대한 태도는 긍정적으로 형성된다고 볼 수 있다.둘째,본 연구에서는 PB에 대한 태도와 NB의도간의 관계와 NB에 대한 태도와 PB의도간의 관계에 대한 결과가 비대칭적인 결과가 도출되었다.즉,소비자가 PB에 대한 태도를 긍정적으로 형성하면,NB구매의도가 낮아진다.하지만,NB에 대한 태도와 PB구매의도 간의 관계는 통계적으로 유의하지 않는 것으로 나타났다.다시 말해서,PB에 대한 태도가 긍정적이면 PB의 구매의도가 높아지는 반면 NB의 구매의도는 낮아져서 예상했던 결과가 나왔다.그러나 NB의 태도가 좋으면 NB의 구매의도는 높아지나 PB의 구매의도에는 아무런 영향을 미치지 못하는 것으로 나타나 NB에 대한 긍정적인 태도가 경쟁브랜드인 PB에 대한 구매의도를 낮추지는 않는다는 결과는 PB판매전략에 새로운 시사점을 제공할 것이다. For 50 years many private brands (PB) have been dramatically developed and have been considered as a strategically important role in retailers. PB could provide a number of benefits to retailers, consumers, and small businesses. Retatilers could obtain hign unit margins by minimizing costs and build consumer's loyalty to their stores. Consumers could make a purchase a relatively low-price product. Small businesses could have an opportunity to not only achieve scale of economies in production, but also increase sales with less marketing cost. Recent studies demonstrated that many consumers are more likely to make a purchase decision by comparing PB and NBs due to the increases of PB's share in stores. However, most previous studies have been limited to understand consumers' purchase behaviors by accounting for competitive effects between PB and Bs. The purpose of the study is to examine not only the role of sore image on attitude and purchase intentions of PB and NB products, but also the competitive effects between PB and NB in the consideration set by using structural equation modeling. This research provides both academic and practical implications. First, the findings show that store image has positive effects on both attitude and purchase intentions of PB and NB. Positive store image leads to form positive attitudes and purchase intentions of PB and NB. Therefore, retialers should make an effort to highlight the importance of store image when building a retailing strategy. Second, there are competitive effects between PB and NB's attitudes and purchase intentions. Attitude toward PB increases Pb's purchase intention, but decreases NB's purchase intention. However, attitudes toward NB do not affect B's purchase intention. These finding would provide signficant implications for building PB's strategies in both retailing sector and small business.
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응급의료서비스에 대한 대중의 인식이 공공의료시스템 브랜드 자산에 미치는 영향
김기영(Ki-Young Kim),최윤식(Yunsik Choi),최지연(Jiyeon Choi),최성용(Sungyong Choi) 한국산업경영시스템학회 2021 한국산업경영시스템학회지 Vol.44 No.3
This study examines the effects of the public’s perception of emergency medical service (EMS) on the public health system’s brand equity and the moderating effect of governance on this relationship using Keller’s customer-based brand equity model. It uses four EMS functions: rescue/first-aid and transfer activities; disaster prevention, preparation, and response activities; educational activities in urgent situations; and medical treatment in emergency rooms to examine the effects of them on brand meaning of the public health system. Our findings are important for understanding the public as customers of the public health system and devising and/ or adapting healthcare policies and marketing strategies to develop brand equity and increase customers’ loyalty to the public health system.
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최배근(Pae Kun Choi),최윤식(Yunsik Choi) 건국대학교 경제경영연구소 2006 商經硏究 Vol.31 No.2
Changes on the economic circumstance caused by development of the informationtechnology has been variously discussing in the fleld of economics since the 1990s. Thosechanges, however, have been mostly considered merely as technical shocks rather than as fundamental changes that operate economic system. This paper clearly points out that the network economy is another phase of relation of production whose mechanism is absolutely different from the market economy, This paper also shows the problems of current system where network is cooperating with market system. Externality caused by network could bring about disturbances on tile market price. Market economy stands on the principles of the exclusive private property and perfect competition between agents, while the network economy can get efficiency through co-ownership and cooperation, Above all, this paper aims to show the limitation of current economic thoughts. It is not possible that modern economics understand relations of production beyond market system, Modern economics are restricted and enervated to explain current economic situation, collision and contradiction between network economy and market economy, This paper tries to grope for a new economic recognition by revealing a historical root of marketeconomy and mainstream economics.
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