문화마케팅 유형이 기업이미지에 미치는 영향에 관한 연구

황낙건 한국예술경영학회 2013 예술경영연구 Vol.0 No.27

This study was intended to make an overall investigation into the present situation of the recently activated cultural and artistic marketing of domestic firms. For this purpose, it attempted to analyze the present situation of cultural marketing activity in domestic firms since the 2000s as well as their theoretical background. Also, the purpose of this study is how and where the booming cultural marketing has an closely effect on the business image and each factor of forming the business image and brand asset. Firms have recently raised and improved their corporate image through direct and indirect support for culture and arts. Importance is attached to the cultural marketing activity of firms in this point. Now, firms could get more than the expected effect resulting from the direct product PR and sales promotion activity practiced in the past, through the medium of the culture acting on consumers as a positive element. That is corporate cultural marketing and Mecenat activity are playing an important role in improving the corporate image or forming their corporate image ultimately by making a shit in understanding of firms and forming the positive recognition and attitude towards them through their direct or indirect combination with the positive image of culture and arts. The survey questions were sent to 200 but, the questionnaires were returned by the 126 people respondents in their 20s∼50s in Seoul. This study drew a conclusion about the tests of hypothesis for analysis of frequency, reliability analysis, validity analysis and regression analysis through SPSS 20.0 analysis. This study showed a conclusion that the Cultural Sales made a positive role to corporate image for cultural event and publicity because consumers were increasing a leisure time in their life. On the other hand, the Sponsorship, Synthesis and Style couldn’t make a positive role for corporate image to consumers because they were considered that those were the medium of commercial for product selling and marketing activity to consumer. Also, they couldn’t make a contribution to the cultural industry for culture support program and social contribution. 본 연구는 최근 활성화 되고 있는 국내 기업들의 문화예술 마케팅 유형을 통합적으로 살펴보고자 하는 데 그 목적이 있다. 이를 위해서 기업의 문화마케팅 활동에 대한 이론적 연구에 이어 2000년 이후 문화마케팅 유형에 따른 기업이미지에 대한 분석을 하였다. 또한, 최근 들어 부각되고 있는 문화마케팅이 기업이미지에 어떠한 영향을 미치고, 문화마케팅이 기업이미지와 브랜드자산을 형성하는 각 유형들 중 어느 부분에 더 밀접한 영향을 주는지 고찰하였다. 최근 기업들이 문화에 대한 직/간접적인 지원 또는 후원을 통해 기업이미지를 제고 및 개선하면서 기업의 문화마케팅 활동이 중요시 되고 있다고 볼 수 있다. 이제 기업은 소비자에게 긍정적인 요소로 작용하는 문화를 매개로 문화마케팅 전략과 메세나 활동으로 과거 펼쳤던 직접적인 제품 홍보나 판촉 활동을 통한 기대 이상의 효과를 얻을 수 있는 것이다. 즉, 기업의 문화마케팅 활동은 문화예술의 긍정적 이미지와의 직/간접적인 결합을 통해 기업에 대한 인식을 전환하고, 기업에 대한 긍정적인 인식과 태도를 형성시킴으로써 궁극적인 기업이미지 개선 또는 브랜드 가치를 형성시키는데 중요한 역할을 하고 있는 것이다. 본 연구는 문화마케팅에 대한 인식을 하고 있는 소비자들을 대상으로 서울지역에서 20대부터 50대까지 다양한 연구범위를 정하여 총 126부의 설문지를 회수하였다. SPSS 20.0으로 분석을 통해 빈도분석과 문항에 대한 신뢰도와 타당도 분석 그리고 회귀분석 등을 실시하여 가설검정에 대한 결과를 도출하였다. 연구결과, 소비자들의 여가시간이 증대되면서 기업의 문화적 이벤트 및 홍보 활동에 의하여 문화를 접하는 경우가 발생되면서 자연스럽게 문화마케팅 유형 중 문화판촉이 기업이미지에 긍정적인 역할을 주는 것으로 나타나고 있다. 반면, 문화지원, 문화연출, 문화기업 등은 단순한 제품 판매를 위한 상업적 광고 수단으로만 여기는 것은 물론 소비자를 위한 문화 프로그램 지원 및 사회공헌을 통한 문화산업에 이바지하는 것이 아닌 단순히 기업이 상업적인 마케팅 활동을 하는 것으로 나타나며 기업이미지에 긍정적인 영향을 미치지 못하는 것으로 나타났다.

OTT 플랫폼의 썸네일 서비스 유형이 지속이용의도에 미치는 영향 : 유튜브 이용자를 중심으로

황낙건 한국엔터테인먼트산업학회 2022 한국엔터테인먼트산업학회논문지 Vol.16 No.3

This study is meaningful in trying to find out the impact relationship between subscribers and users using the platform and thumbnail service which are representative types of OTT service specifications at a time when attention is focused on the OTT platform due to COVID-19 pandemic situation and digital transformation. Therefore, we tried to investigate the effect of the thumbnail service type of the OTT platform on brand loyalty and continuous use intention, and to analyze how brand loyalty formed as a thumbnail service type affects continuous use intention. In other words, it was intended to find out how OTT's thumbnail service type factors are perceived on the platform and connected to consumption and use, centering on YouTube users representing OTT platforms, and to find out the impact of perceived service factors on brand loyalty and continued use intention. The conclusions of this study are as follows: First, it was found that OTT's thumbnail service type factor acts as a perceived service to subscribers and users using the platform, significantly affecting brand loyalty and continuous use intention. Second, it was confirmed that brand loyalty formed as a thumbnail service type had a positive effect on the intention to continue use. Third, in general, users perceive OTT's personalized recommendation service centered on thumbnails of video content to determine the importance and to compare thumbnail services provided by competing platforms to watch. Fourth, platform operators and content providers need to provide thumbnails by specifically designing personalized recommendation service systems based on data analyzing users' lifestyles and existing video content viewing experience methods.

라이브 커머스 쇼호스트의 커뮤니케이션 특성이 구매의도에 미치는 영향

황낙건 한국엔터테인먼트산업학회 2022 한국엔터테인먼트산업학회논문지 Vol.16 No.6

본 연구는 라이브 커머스의 쇼호스트 커뮤니케이 션 특성을 고찰하여 언어적 커뮤니케이션과 비언어 적 커뮤니케이션 속성으로 구분하여 구매 의도에 어 떠한 영향을 미치는지 분석하고자 하였다. 분석결과, 쇼호스트 커뮤니케이션의 언어적 요인과 비언어적 요인 모두 구매 의도에 유의한 영향을 미친다는 것 이 확인되었다. 본 연구의 시사점은 다음과 같이 제시할 수 있다. 첫째, 라이브 커머스 쇼호스트는 언어적 커뮤니케이 션 속성인 음성과 콘텐츠 언어를 소비자에게 구사할 때 보다 구체적이면서 정확하게 전달할 수 있도록 언어적 능력을 강화할 필요성이 있다. 둘째, 쇼호스 트를 캐스팅할 때 비언어적 커뮤니케이션 능력이 우 수한 쇼호스트를 선택하여 콘텐츠와 매칭이 적합한 지 사전 점검하는 것이 필요하다. 셋째, 소비계층에 따른 커뮤니케이션 능력과 콘텐츠를 구성을 연구하 고 개발해야 할 필요성이 있다. 넷째, 라이브 커머스 공급자와 제공자는 기술적, 심리적, 마케팅 능력을 강화하여 지원할 수 있도록 연구와 투자가 이루어져 야 할 것이다.

디지털 문화콘텐츠 특성이 이용자 만족도와 지속이용의도에 미치는 영향

황낙건 한국엔터테인먼트산업학회 2023 한국엔터테인먼트산업학회논문지 Vol.17 No.2

This study is providing various digital platforms to the industrial market as the digital technology base has grown due to the 4th Industrial Revolution. With the establishment of a non-face-to-face online market environment due to the COVID-19 pandemic, cultural contents leading the global market in the 21st century are drawing attention in the digital sector and are being fused with various platforms. Therefore, it was intended to examine the relationship between the characteristics of digital cultural contents on satisfaction and continuous use intention for users who use the content. As a result of the analysis, all of the hypotheses established in this study were adopted because two-way communication, a characteristic of digital content, is important to users. In other words, through the digital platform, the interaction effect between content and users, providers and users, and users and users is being maximized on the platform, affecting user satisfaction. Next, most of the current users, who are provided with diversified digital cultural contents, consume them when their desire to accept original and creative content is satisfied. It can be seen that curiosity and pleasure are satisfied when using creative content, and the satisfaction of cultural content users is formed and the intention to use it is continued.

기업의 문화지원 활동이 고객충성도에 미치는 영향 : 기업이미지의 매개역할을 중심으로

황낙건 한국엔터테인먼트산업학회 2019 한국엔터테인먼트산업학회논문지 Vol.13 No.8

Today, companies are supporting filed of culture and art forms as part of its social contribution activities to cultural support. Also, improvement of commercial interests and profit structure for enhancing the image of support taking shape at the same time, such as a strategic approach. Culture of companies in building confidence and enhance its operational activity is the image of the positive effect that charitable point of view social contribution projects and strategic point of view of culture support activity. Therefore, corporate culture in the study formed in supporting a variety of factors recognized the importance, culture support for business activity is the image of the factors which are behavior, social responsibility actions, corporate contributions to analyze the impact. Then the company’s corporate image formed by supporting a culture and see if any influence on customer loyalty to carry out an empirical study. The conclusions of this study are as follows: first of all, corporate culture support activity is affecting contributions to corporate social responsibility actions and behavior of the corporate image, and image formed to consumers has shown to have a positive impact on customer loyalty. Second, corporate image formed by supporting a culture wac shown to have a positive impact on customer loyalty.

디지털 미디어의 쇼핑 동기가 몰입과 구매의도에 미치는 영향: 유튜브 이용자를 대상으로

황낙건 한국엔터테인먼트산업학회 2023 한국엔터테인먼트산업학회논문지 Vol.17 No.3

Among digital media platforms, we tried to find out how shopping motivation attributes work for consumers who use YouTube and how they affect immersion and purchase intention. Through this, we would like to propose a marketing method that can be applied to the rapidly growing shopping market of digital media platforms in conjunction with the digital transformation era, that is, a management strategy based on shopping motivation attributes and a sales promotion plan that can contribute to platform growth. As a result of the analysis, all hypotheses established in this study were adopted because reliability was established for YouTubers, influencers, and show hosts who conduct YouTube content, and all shopping motivation characteristics of economic, social, convenient, and playful motivations act as important prerequisites for immersion. In addition, the shopping motivation of users using digital media platforms acts as a tool to maximize practical value, and pleasure, fun, and entertainment attributes are enhancing the value of shopping motivation. Accordingly, YouTube users are motivated by curiosity or interest to shop through the platform's channel or content, resulting in immersion, and experiencing fun or pleasant emotions, leading to purchase intention.

메타버스 내 음악콘텐츠 마케팅이 구매의도에 미치는 영향 : SPICE 모델을 중심으로

황낙건 한국상업교육학회 2022 상업교육연구 Vol.36 No.2

This study conducted an empirical analysis to find out the effect of music content marketing on purchase intention by setting marketing characteristics as a SPICE model for Metaverse users. Currently, as reality and virtual interact and evolve within space, it is transforming into a world that creates value through social, cultural, and economic activities. In particular, a study was conducted to find out the purchase intention of users who experience music content marketing in Metaverse by selecting K-POP, that is, music field, which is the core content of the Korean Wave. Therefore, we tried to conduct an empirical analysis to understand the influence relationship on purchase intention by organizing music content marketing as a SPICE model on the Metaverse platform. Through this, we tried to propose an efficient marketing strategy and plan by providing analysis data and implications to content creators and operators in the Metaverse. In addition, the research purpose is to contribute to the growth and development of digital platforms by providing a framework for related marketers to test the utility plan of marketing. Accordingly, this study conducted an online survey of 238 Metaverse users to find out the effect of music content marketing characteristics in Metaverse on purchase intention. The independent variable was adopted by setting factors such as continuity, realism, interoperability, concurrency, and economic flow among marketing characteristics as SPICE model, and the dependent variable used the purchase intention of music content users in the Metaverse as variables. As a result of the analysis, it was found that continuity, realism, interoperability, and concurrency among the SPICE models, which are characteristics of music content marketing, had a significant positive (+) effect on purchase intention, but the economic flow did not affect purchase intention.

쇼호스트의 커뮤니케이션 특성이 구매행동에 미치는 영향: 라이브 커머스를 대상으로

황낙건 한국상업교육학회 2022 상업교육연구 Vol.36 No.4

In the market environment where the untact era continues to date, live commerce is growing into a platform connected to the 21st-century shopping culture by presenting a new paradigm of a new e-commerce platform. Therefore, by examining and analyzing the communication characteristics of live commerce growing as a new industry of e-commerce and show hosts playing a key medium, we propose marketing strategies and sales promotion measures based on communication characteristics to platform providers and sellers. In addition, the purpose of the research is to contribute to the growth and development of the live commerce platform by suggesting efficient communication strategies and measures during broadcasting by providing empirical analysis data and implications to live commerce content producers, operators, and show hosts. As a result of the analysis, it was found that both verbal and nonverbal attributes, which are show host communication characteristics, had a significant positive (+) effect on consumer satisfaction and purchasing behavior using live commerce. It was confirmed that consumers who watched the show host's communication ability, which is a key medium of live commerce, have a positive effect on satisfaction, and that consumers have a positive effect on purchasing behavior by identifying their subjective tendencies with products provided on the platform. Accordingly, there is a need to strengthen the ability of show hosts working in live commerce to appropriately use language communication such as voice language and content language, nonverbal body language and appearance language to consumers. In addition, it is necessary to identify the show host according to the show host's verbal or non-verbal communication ability and cast it to match the product so that users can form favorable emotions.

명품 판매원의 고객무례경험이 직무몰입과 고객만족에 미치는 영향: GRIT의 조절 효과를 중심으로

황낙건,이민경 한국상업교육학회 2023 상업교육연구 Vol.37 No.2

As the qualitative growth of the service industry gained importance, the level of customers’ expectation and of service demanded has elevated. Also, as the customers’ level of awareness increased, some of their inappropriate behaviors were elevated to social issues. As such, this study aims to examine the effect of the salespersons’s experience of rude customers on their job involvement, job performance, customer orientation, customer satisfaction, and whether Grit has a moderating effect on their relationships. To this end, a survey was condusted on 200 salespeople at luxury stores. To find out the effect between measurement tools, a structural equation was used to verify the hypothesis. The summary is as follows: as a result of the survey, salesperson’s experience of rude customers had a negative(-) effect on job involvement, resulting in a positive(+) effect on customer satisfaction. Furthermore, it was found out that the moderating effect of GRIT was found to be significant betweent customer incivility and job involvement. Accordingly, it is necessary to develop a program that can educate and train salespeople who have experienced customer rudeness in advance so that they can respond to GRIT and immerse themselves in their jobs. Through this, motivation for salespeople to improve job satisfaction and job performance is formed, which can have a positive effect on customer satisfaction.

베트남 온라인 쇼핑몰 특성이 소비자 만족도와 재이용의도에 미치는 영향 : 베트남 소비자를 대상으로

황낙건 한국상업교육학회 2019 상업교육연구 Vol.33 No.5

본 연구는 베트남 온라인 쇼핑몰을 이용하는 소비자들의 만족도와 재이용의도에 미치는 영향관 계를 알아보기 위해 실증적 분석을 실시하였다. 이에 베트남 전자상거래 시장에 진출하고자 하는 우리나라 기업들에게 다양한 시사점을 제공하고자 하는 목적을 가지고 있다. 현재 베트남의 인터넷 사용 인구는 전체 인구 약 9,500만 명 중 절반 이상인 약 5,000만 명 이상이 인터넷을 이용할 정도 로 인터넷 보급률이 급성장하고 있어 전자상거래 시장규모가 세계 3위까지 성장하고 있는 추세이 다. 그러나 베트남 전자상거래 시장의 연구는 기업의 진출 전망과 성공 요인들에 대한 영역으로만 진행되어 현지 베트남 소비자들의 트렌드와 성향을 분석하기 위한 베트남 전자상거래 이용자를 대 상으로 한 실증적 분석 연구가 현저히 부족한 상황이다. 이에 따라 본 연구는 베트남 온라인 쇼핑 몰 특성이 소비자에게 미치는 영향을 알아보기 위해 베트남 호지민에서 182명을 대상으로 실시한 설문조사를 실증적 분석하였다. 독립변수로 제품과 서비스 특성을 설정하여 가격, 품질, 다양성, 신 뢰성, 사후관리, 보안 안정성 등의 요인들을 채택하였으며, 매개변수와 종속변수로는 베트남 온라인 쇼핑몰의 소비자 만족도와 재이용의도를 변수로 활용하여 연구를 진행하였다. 분석 결과, 온라인 쇼 핑몰의 제품 특성 중 가격과 다양성은 소비자 만족도와 재이용의도에 긍정적인 영향을 미치는 것으 로 나타났으며, 서비스 특성은 신뢰성과 보안 안정성이 유의한 정(+)의 영향을 미치는 것으로 나타 났다. 이처럼 독립변수인 온라인 쇼핑몰의 제품과 서비스 특성은 베트남 전자상거래 시장에서 긍정 적인 영향을 미치고 있어 매개변수와 종속변수인 소비자 만족도와 재이용의도에 정(+)의 영향을 미 치고 있으며, 매개변수인 소비자 만족도와 종속변수인 재이용의도와의 영향 관계에서도 긍정적인 영향을 미치는 것으로 나타났다. In this study, an empirical analysis on to see the impact on satisfaction and intended reuse for Vietnamese consumers online shopping mall using. Hereby, the purpose of Korean e-commerce companies to provide a variety of implications on Vietnam to advance into the e-commerce market. Recently, Vietnam’s internet population’s around 50 million which are more than half of the population 95 million, and internet penetration is rapidly growing e-commerce market to third place in the world growing trend. However, only success factors of e-commerce market research companies to advance prospects and market inroads into Vietnam, and Vietnamese consumer trends and tendencies the analysis of the e-commerce users to Vietnam for empirical analysis targeted is substantially a lack of circumstance. According to see the impact to consumer online shopping mall properties in Vietnam of this study, and an empirical analysis on the survey in 182 people for Ho Chi Minh Vietnam. Characteristics of products and services as an independent variable, by setting the price, quality, reliability, security management, security, stability and diversity adopted by factors such as. Also, dependent and parameters for reutilization include customer satisfaction for online shopping mall in Vietnam and intentions using the study. Analysis result, the price and diversity is customer satisfaction with and shown to have a positive impact on intended reutilization in product features of online sopping mall. And the attribute is reliability and security services stability was shown to affect meaningful definition. Therefore, the characteristics of products and services of online shopping mall are positive impact on Vietnam e-commerce market, and there are also positive impact on customer satisfaction and intended reutilization.