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광고모델의 미소와 소비자의 자기해석 수준이 고가 제품군 브랜드의 구매의도에 미치는 부정적 효과
김태민(Taemin Kim) 한국콘텐츠학회 2021 한국콘텐츠학회논문지 Vol.21 No.6
미소 짓는 얼굴은 친근하고 따뜻한 인상을 전달하여 대인 관계에 긍정적인 효과를 가져 온다. 그러나 고정관념내용모델과 따뜻함과 유능함 인상의 보상효과에 따르면 미소를 짓는 표정은 타인에게 따뜻한 인상을 전해주지만, 반대 차원의 인상인 유능함에 대한 부정적 평가를 가져올 수 있다. 본 연구는 따뜻함과 유능함 인상평가의 상호 보상효과를 고가 제품군 브랜드의 소셜미디어 광고에 응용하였다. 구체적으로는 미소를 띠는 광고모델로 인해 브랜드의 따뜻함 인상이 증가하고 이는 소비자의 구매의도에 부정적인 영향을 끼칠 수 있음을 소비자의 자기해석 수준을 이용하여 살펴보았다. 분석 결과, 미소를 띠는 모델이 사용된 광고에 노출될 때, 독립적 자기해석을 하는 소비자는 상호의존적 자기해석 소비자보다 낮은 구매의도를 보여준 반면, 미소를 띠지 않은 모델이 사용된 광고에 대해서는 의존적 자기해석을 하는 소비자가 독립적 자기해석 소비자보다 낮은 구매의도를 보여주었다. 따라서 고가 제품군 브랜드 광고에 기용된 모델의 미소가 소비자의 구매의도에 미치는 영향에서 소비자의 자기해석 수준이 조절변수로 작용함이 증명되었다. 본 연구는 고가 제품군 브랜드 광고의 효과적인 광고모델 전략에 대한 이론적, 실무적 시사점을 제공하고자 한다. A smiling face usually has a positive effect on interpersonal relationships by delivering a warm impression. However, the stereotype content model and compensation effect between warmth and competence suggested that warmth perceptions caused by a smiling face could influence competence perceptions negatively. This study examined the negative impact of the advertising endorsers smile on purchase intention in an expensive product category by adopting the self-construal level. The study results showed that consumers with independent-self construal (vs. interdependent self-construal) showed a lower purchase intention when exposed to an ad containing an endorser’s smile. In comparison, consumers with interdependent-self construal (vs. independent self-construal) showed a lower purchase intention when exposed to an ad without an endorser’s smile. Thus, this study demonstrated a moderating role of self-construal in the relationship between advertising endorsers smile and purchase intention. These findings provide valuable theoretical and practical implications for effective advertising strategies in the expensive product category.
김태민(Taemin Kim),최강화(Kanghwa Choi) 한국경영과학회 2017 韓國經營科學會誌 Vol.42 No.4
This study measured the meta-efficiency of 85 business incubator centers located in Seoul and Gyeonggi-do in 2016 using data envelopment analysis. This study also employed bootstrap truncated regression to analyze the relationship between the business incubators’ operational policies and meta-efficiency based on the CRS and VRS. The major aspects of this study are as follows. First, the average meta-efficiency of a business incubator center in Seoul is greater than that of a center in Gyeonggi-do. This result demonstrates that business incubator centers in Gyeonggi-do need strategic alternatives to maximize an incubator’s performance. Second, managers’ capabilities and educational levels supporting business incubator centers have positive effects on the meta-efficiency score, thus indicating a need to improve efficiency by adjusting resource allocation and incubator center capacity. This study’s findings suggest strategic operational plans to cope with the fluctuations in the internal and external environments and to identify the best-practice business incubator centers that others can emulate. Furthermore, the results may help practitioners understand the business incubator centers’ environment from an operator’s perspective as well as offer strategic initiatives for efficient operation management.
유한요소해석을 이용한 중량충격원 종류 및 평가지표 별 바닥충격음 예측 정확도 검증
김태민(TaeMin Kim),양홍석(Hong-Seok Yang) 한국소음진동공학회 2020 한국소음진동공학회 논문집 Vol.30 No.2
In this study, we determined the reliability of the finite element method in predicting heavy-weight floor impact sounds after comparing the predicted and measured frequency response functions of vibration and acoustic sounds in full-scale houses. The heavy-weight impact source included a bang machine and rubber ball. For both vibration and acoustic modes, the predicted frequency response functions showed a similar amplitude as the measured ones. However, there was a small difference in their peak frequencies owing to the non-linear characteristics of concrete. The heavy-weight impact sound from the bang machine was predicted to have a 1 dB deviation when compared with the experimental results and a 2.1 dB deviation in total sound pressure level. The deviation between the experimental and simulation results for the rubber ball was 1 dB for impact sound and 0.5 dB in total sound pressure level. The maximum deviation at each frequency was 5 dB and 4 dB for the bang machine and rubber ball, respectively. Overall, the results indicate that the numerical analysis is useful for developing optimized structures to control heavy-weight floor impact sound with different impact sources and evaluation indices.