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가격인하와 품질저하의 생산원산지이동 효과가 소비자 구매의도에 미치는 영향 - 기술집약도 및 상표친숙도의 상호작용상황을 중심으로
김화동(Kim Hwa-Dong) 한국상품학회 2006 商品學硏究 Vol.24 No.3
In situation of moving production country-of-origin to foreign countries for price competitiveness regardless of quality deterioration, the purpose of study is to investigate how country-of-origin effect of this type influences on consumers" purchasing intention according to tech-intensity and brand familarity of product. For this purpose, this study made experimental design with stimulus material matching conditional factors such as tech-intensity, brand familarity, and nation moving production country-of-origin.<BR> The results of empirical analysis as follows: First, in case of considering tech-intensity, production country-of-origin effect of this type influences negatively consumers" purchasing intention of high-tech product and influences positively consumers" purchasing intention of low-tech product. Second, in case of considering brand familarity, production country- of-origin effect of this type influences positively consumers" purchasing intention of only low familarity brand. However consumers" purchasing intention of low familarity brand and high-tech product is influenced negatively by interaction effect between brand familarity and tech-intensity.
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인터넷 쇼핑 충동구매유형에 따른 소비자 특성 및 구매 후 행동의 차이에 관한 연구
김화동(Hwa Dong Kim) 한국광고홍보학회 2005 한국광고홍보학보 Vol.7 No.4
최근 몇 년 동안 시장규모가 급속히 성장하여 기존유통과 함께 새로운 유통채널로 등장한 인터넷 쇼핑에 있어서 소비자들의 충동구매는 신용카드 사용과 함께 사회적으로 커다란 문제점으로 부각되고 있다. 또한 인터넷 쇼핑의 경우에는 기존쇼핑에 비해 소비자들은 비계획적인 충동구매경향이 훨씬 더 강하기 때문에 인터넷 쇼핑에서 일어나는 충동구매의 소비자에 대한 심층적인 연구가 필요한 상황이다. 따라서 본 연구는 인터넷 쇼핑을 통해 충동구매를 경험한 소비자들을 대상으로 하여 충동구매유형에 대한 구체적인 탐색과 충동구매유형들 간의 구매 후 행동에 대한 차이를 실증적으로 규명하고자 하였다. 연구결과, 인터넷 쇼핑에서의 충동구매유형은 제품에 대한 사전지식 없이 즉흥적 구매의욕에 의한 충동구매성향의 암시,순수적 충동구매집단, 판촉활동에 의한 충동구매성향의 자극적 충동구매집단, 과거경험에 의한 충동구매성향의 상기적 충동구매집단 등 3개 집단으로 분류되어지는 상황에서 이들 충동구매유형은 인구통계적 특징과 쇼핑추구가치 측면의 심리적 특징뿐만 아니라 충동구매제품, 충동구매제품가격, 마케팅자극형태 등의 충동구매형태도 다르다는 사실을 발견하였다. 이와 함께 충동구매유형들 간에는 전반적 만족도, 재구매의도, 타인에의 구전의도 등의 구매 후 행동에도 차이가 있다는 사실을 발견하였다. In situation of rapid growth of internet shopping recently, Impulse purchase of consumer is being appeared as social problem with imprudent using of credit card. Especially, rate of thoughtless impulse purchase is more high in internet shopping than different shopping distribution channels. Therefore the purpose of this study is to investigate the characteristics of impulse purchase groups and the difference of post-purchase behavior among impulse purchase groups. The results of this study are as follow : consumer of impulse in internet shopping is divided 3 groups and these groups are different not only into demographic characteristics and psychological characteristics of shopping value but also into the actual state of past impulse purchase. In addition to, this study shows the fact that these groups are different into post-purchase behavior such as general satisfaction, repurchase intention, and word-of-mouth intention by statistical analysis.
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소비자 쇼핑가치 추구 유형별 인터넷 쇼핑몰의 선호요인 및 구매행동에 관한 연구
김화동(Kim Hwa-Dong) 한국상품학회 2003 商品學硏究 Vol.- No.29
Internet is being various business activity such as information search, electronic commerce, and distribution channel together rapid increasing of internet users. In particular, internet shopping mall emerged as new distribution channel and has been growing continuously. However dissatisfaction of consumers about internet shopping malls is enlarging recently because of discording segmentation of consumer wants. Therefore this study purposes to present basic differential strategy of internet shopping mall through conducting empirical analysis. The research findings show that consumers is divided 3 groups by shopping value and these groups are different to not only demographic characters but also preference factors and purchase behaviors of internet shopping mall.
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제품 관여도에 따른 기업의 공중 관계성 형성요인에 대한 탐색
김화동(Hwa-Dong Kim) 충남대학교 사회과학연구소 2010 사회과학연구 Vol.21 No.2
The purpose of this study is to investigate actual components of corporate public relationship and is to examine the difference of evaluation among companies according to level of product involvement. The empirical surveys were conducted with two companies selected by the level of product involvement. First, exploratory factor analysis results for investigating of actual components of corporate public relationship show 6 components such as trust, social contribution, satisfaction, intimacy and familiarity, mutual relationship, and mutual control. This results show the fact that components of corporate public relationship are different to components indicated in theory part. Second, t-test results for examining the difference between two companies show that company of high product involvement is evaluated higher than company of low product involvement as to components of social contribution and mutual relationship.
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