MULTIDIMENDIONS OF CONSUMER VALUE COMMUNICATION TOWARD ONLINE LUXURY PURCHAING: THE ROLE OF SOCIAL MEDIA WORD-OFMOUTH

Jungkun Park,Sang-Lin Han,Hyowon Hyun 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Recently global luxury brands have put their effort into strengthening their businesses online. This can be seen as an effort to overcome their stagnant growth by focusing on steeply increasing online markets as their target. In the midst of global recession, online luxury brands have continued to show rapid growth each year. Bain & Company (2017) has forecasted offline growth of global luxury brands at the annual average growth of 2~3% by 2020 while the online markets would show the average growth of 15% annually by 2020. Moreover, due to the expansion of importers with official copyright to the online sales and stabilization of e-payment system, online markets have gained consumer trust leading to the increased rate of consumers purchasing luxury brand online more. McKinsey Consulting (2017) has forecasted online sales of luxury brand would reach up to 28% of the total sales by 2025. Reflecting such expectations, luxury brands are in the process of proposing multiple channels of online sales and communicating through Social Network Service (SNS) marketing as their core strategies. As consumer usage of SNS, such as Facebook, tweeter, or Instagram, have increased, so the value of consumer toward luxury brands has changed. Since the introduction of the standing characteristic of social media-communication to the luxury brand market, the luxury brands not only became a privilege of the high minority group but also became available for anyone to easily purchase with absolute information availability of price, quality, location, etc. Theoretical Development Consumers are using social media sites to search for information and deviating from traditional media (e.g., television, radio, and magazines) (Mangold and Faulds 2009). The emergence of social media has changed communication method from one-way communication to multi-dimensional, two-way, peer-to-peer communication (Berthon, Pitt, and Campbell 2008). Social media platforms offer a chance for brand to familiarized interact with consumers. Also, consumer can be interacted with another consumer through social media. The most important factor for luxury brands to establish an online business strategy is communication with their consumers. Luxury brands that are most accustomed to communicating with their limited consumers in their offline stores providing high quality services, it is inevitable for them to fear the lack of face-to-face interaction with their consumers in online markets. Social media began to serve the luxury brands as the alternative communication channel within the online markets. Moreover, social media has proven effective in drawing consumer’s voluntary Word of Mouth(WOM) since social media interaction is important motivation for consumer to creating user-generated contents (Daugherty al., 2008). The social media provides the consumers with a platform to meet and communicate with others with similar interests in specific brand goods and services that makes target marketing easier than before (Muntinga et al., 2011). Furthermore, the social media platforms provide the consumers with restriction-free comments on a certain brand to other interested parties, the users voluntarily taking the role of eWOM (Kim & Ko, 2012; Vollmer & Precourt, 2008). Luxury brands also seek to take this advantage of social media. The extent of spreading word of mouth is at the most viral through social media platforms, influencing the consumer’s purchasing behaviors to a great extent as proven in many previous researches (Lau and Ng 2001; Nabi and Hendriks 2003). Thus, the purpose of this study is to examine the impact of the consumer’s multidimensional value towards luxury brands on social media WOM intention and purchase intentions at the same time. Moreover, through extensive literature review with qualitative interview on consumers’ perceived value on luxury brand/product, consumer value dimensions on the luxury brands are categorized into six value factors (e.g. conspicuous value, status value, materialistic value, hedonic value, uniqueness seeking value, price-quality perceptions). Research Design The study conducted a thorough literature review and focus group interview to develop a comprehensive model of understanding the importance and dimensionality of customer value on luxury brand. After analyzing qualitative data on consumer value perception on luxury brands/product, online survey was performed using a customer sample in the United States. A web-based online survey was conducted using an online research panel service. After filtering and cleaning data collected, a final usable sample of 287 were analyzed to test hypothesized model. Measures for luxury brand on perceived values (including conspicuous value, status value, hedonic value, materialistic value, uniqueness seeking value, price-quality perceptions), social media word-of-mouth intention, and purchase intentions for luxury products were rated on a 7-point Likert scale ranging from strongly disagree to strongly agree. Result and Conclusion The result show that the relationship between conspicuous value, hedonic value, uniqueness and price-quality perceptions with social media WOM were found to be significant impact. However, social media WOM were not affected by status value and materialistic value of luxury brand. Conversely, status value and materialistic value had a considerable influence on purchase intention for luxury brand online. And social media word-of-mouth had a significant positive effect on consumer purchase intentions for luxury brand. In the era where digital importance is at its peak, the expansion of the luxury brands to online business has become requirements and not optional consequences. It is not easy for luxury brands with their unique styles and identity, as well as high brand awareness to settle in an online market where variety of lifestyles and cultures coexist. For this reason, the study on the multidimensional consumer value on luxury brands holds its contribution to the academia and industry practitioners. This study empirically examines the influence of consumers’ perceived multidimensional value on the luxury brands to WOM and purchase intentions through social media. This paper has revealed that the consumer’s WOM intention on luxury goods does not necessarily correlate with the purchase intention. However, the consumer who has developed WOM intention through social media has shown to possess positive influence on the purchase intention. This results also indicated the importance of the exposure of the unique luxury brand image by the luxury brand managers to the social media in order to generate voluntary consumer WOM. Furthermore, in order to increase their social status, the necessity of online consumer community for sharing their special experiences is ever more present. Such online consumer community would serve to expand the communication channel between the brand and the consumers, thus leading to increase intimacy between two parties. The study was carried out to the American consumers; following study should be carried out to Chinese consumers or developing countries where luxury brands are exposed to the rapidly growing luxury brand markets. Moreover, an in-depth study on strengthening effective marketing strategy by segmenting consumer value on luxury brands should be conducted consequently.

中国第三方物流服务质量、感知价值与消费者满意度研究, 基于消费体验的调节作用

MIAOZHENLONG,Liu, Wen,강태원,김현철 부산대학교 중국연구소 2019 Journal of China Studies Vol.22 No.1

In order to discover the dimension of service quality and examine the interaction mechanism among the perceived value of the logistics industry, consumer satisfaction, consumer experience and service quality, we construct a service quality-perceived value-consumer satisfaction structural equation model. We focus on the consumers who have experience of using the third party logistics in China. For the purpose we collected 524 respondents among the college students in Zhejiang province of China. The results of analysis using SPSS and AMOS show that the service quality, perceived value, consumer satisfaction and consumer experience of third-party logistics companies are significantly relevant. We found that ①the tangible nature of logistics has the biggest coefficient on its functional value, and it has no significant positive impact on its social value and cost perception; ②the reliability has the significant impact on the all perceived values; ③the responsiveness has impact on its emotional value and social value but has no significant for functional value and cost perception. ④the assurance and empathy have significant impact on all perceived values. ⑤And we found consumers perceptions except emotional value have significant positive impact on consumer satisfaction. ⑤-1)Social value has the greatest impact on consumer satisfaction, indicating that college students are most concerned with good personal feelings, self-identity and sense of acquisition mostly in the process of using the logistics. ⑤-2)And the price factor of logistics also have positive impact on the consumer satisfaction. ⑤-3)Functional values such as consistent and good quality of services has positive impact on the consumer satisfaction. ⑤-4)But emotional value including relaxed and enjoyable to the services as factors has no effect on the consumer satisfaction. At the same time, ⑥-1)the consumer experience has negative adjustment effects among functional value on consumer satisfaction, emotional value to consumer satisfaction, and its cost perception to consumer satisfaction. ⑥-2)But there is positive adjustment effect among social value and consumer satisfaction. Consumers are addicted to the company if they form a consumption habit of a particular logistics company that relieves their worries. And then it has effect on the perceived functional value of third-party logistics, so even the company has not well made facilities, consumers don’t care for it. When consumers form a good consumer experience, they will neglect the decision-making role of emotional perception, and reduce the effect of consumers' emotional value on the satisfaction of third-party logistics companies.

소비자-기업 가치공동창출활동 활성화 방안 모색을 위한 탐색적 연구

구혜경(Koo, Hye Gyoung),나종연(Rha, Jong Youn) 한국소비문화학회 2012 소비문화연구 Vol.15 No.3

소비자와 기업은 시장경제의 동등한 두 주체로서 이미 상생과 협력의 관계로 들어섰다. 2000년대 이후 본격적으로 소비자와 기업은 가치를 공동창출할 수 있는 관계로 규정되고 여러 가지 시장환경의 변화와 더불어 가치공동창출활동을 당연히 추구해야 하는 개념으로 논의하고 있다. 그러나 현실적이고 구체적으로 어떤 활동을 어떻게 하는 것이 소비자와 기업 모두에게 바람직한지를 제시하는 연구는 없었다. 구혜경과 나종연(2012)은 실제 시장에서 소비자와 기업의 관계를 두고 소비자-기업 가치공동창출활동의 개념을 선순환적이고 장기적인 관계로 정의한 바 있으며, 이를 실증할 수 있는 척도를 개발한 바 있다. 본 연구에서는 앞으로 소비자-기업 가치공동창출활동을 활성화 할 수 있는 구체적인 방안을 제시하고자 하였다. 이를 위하여 가치공동창출활동 관련 분야의 전문가 패널을 대상으로 인터뷰하였으며, 그 결과 가치공동창출활동을 저해하는 소비자와 기업 측면에서의 요인을 도출하였다. 소비자측면에서는 적극적 소비자의 활동의 부적절한 가치공동창출활동, 평균적 소비자가 창출하는 가치내용 수준의 한계, 침묵하는 소비자의 무임승차 경향이 저해요인이었다. 기업 측면의 저해요인은 소비자창출가치를 반영하는 실무 부서의 업무 우선 순, 위 문제기업 내에서 CS부서의 위상이 낮은 문제, 최고경영자의 소비자창출가치에 대한 인식의 부족, 가치공동창출 활동의 성공사례 부족으로 인해 기업이 가치공동창출활동에 더욱 집중하기 힘든 문제 등을 도출하였다. 이상의 결과들을 종합적으로 고찰하여 소비자-기업 가치공동창출활동을 활성화 할 수 있는 방안을 컨텐츠 차원과 시스템 차원으로 구분하여 모색해보았다. 우선 가치공동창출활동 자체의 중요성과 소비자와 기업이이를 수행해야 하는 당위성을 강조하는 것의 컨텐츠 측면과 소비자와 기업의 가치공동창출활동의 실행력을 높일 수 있는 구체적인 체계를 갖추는 시스템 측면으로 구분하여 제시하였다. The concept of consumer-business collaboration is gaining importance in information society in which the notion of coexistence is critical. Several reasons could be behind the shift in paradigm from that of competition to that of collaboration between consumers and businesses. First driving force of such change can be found on consumer side. In the information age, consumers could access information that were not available to them before and they are able to modify, produce and share information with other consumers, and such informed consumers become empowered in the market. From business perspective, collaboration is essential element in business success and sustainability. In order to succeed and cope with fast changing market conditions, it is important for businesses to form partnership with consumers and feel the needs of consumers and respond to them in an appropriate and timely manner. This study suggest that is “Consumer-Business co-creation of Value”. In advanced research, I’ve already defined the concept of “Consumer-Business co-creation of Value”, and developed the scale for consumer-business co-creation of value. On this study achieves expert panel interview for understanding the blocking of co-creation of value. This study found three aspects of hindrance of co-creation of value: consumer, business, and the others. First of all, consumer aspects result are as followings. First, there are so many passive consumer who do not co-create the value. Even though product or service is unsatisfied, passive consumer do not express their opinion. As a result they did not contribute to new product that is reflected consumer’s value. Secondly, Consumer creation value are very personal or impromptu, so business devaluate of the consumer proposal value. Thirdly, pro-active consumers for value co-creation manipulate the value by business’ money reward system. Nextly, business aspect’s results are as followings. First, Marketing and sales are the core department for product developing. Through marketing and sales departments have to focus on consumer value, the priority oder for them is not consumer value but a suitable time launching or sales revenue. Secondly, Consumer satisfaction department that managed consumer opinion have lower hierarchy in business organization. Thirdly, CEO emphasize consumer value but it’s very abstract. They do not have a system for company worker’s co-creation of value activities. Fourthly, there are not enough successful case of co-creation of value. The last, the other aspect’s result are as followings. In market, there are some business categories to support business, for example PR agency or research firm. Despite their role is not only understand but also deliver consumers’ true needs and wants based on consumer’ behavior, those agencies often take advantage of such situation. When advertisers made an arbitrary decision, sometimes they gave a tacit for continuous good relationship. Based on the results from these surveys, To revitalize co-creation of value activities, we will consider two sides. One is consumer’s value creation “Contents” aspect and the other is the “Systems” aspects. The meaning of the contents is education source for co-creation of value activities of consumer and business. And the meaning of the system is the comprehensive conditions of business surroundings for example, information system, employee evaluation system, organization system, business managing system and so on. This study contributes to field of consumer’s sovereignty by conceptualization consumer-business co-creation of value, and this study has great significance for business also, because the meaning of consumer-business co-creation of value is for win-win of both sides in market. Through performing consumer-business co-creation of value activities, business can accomplish their profit seeking and existence.

소비자-기업 가치공동창출활동의 개념화 및 척도개발에 관한 연구

구혜경 ( Hye Gyoung Koo ),나종연 ( Jong Youn Rha ) 한국소비자학회 2012 소비자학연구 Vol.23 No.1

소비자와 기업의 관계는 부단히 진화하고 있다. 급변하는 시장 환경 속에서 소비자의 위상은 과거에 비해 높아졌고, 기업은 존속을 위하여 소비자지향적인 경영활동을 강화하는 추세이며, 소비자와 기업의 관계는 대립에서 상생의 관계로 변화되었다. 이러한 상황에서 소비자학은 소비자가 기업의 동반자로서 역할을 할 수 있는 구체적이고 실질적인 방안을 제시하고, 개별 소비자들이 이러한 역할을 수행할 수 있도록 여건을 조성해야 한다. 본 연구에서는 이러한 관계를 가능하게 하는 개념으로서 "소비자-기업 가치공동창출활동(Consumer-Business Co-creation of Value)"을 살펴보았고, 이를 소비자 가치창출활동과 기업 가치창출활동이 상품을 매개로 접목되고 선순환적으로 발전하는 전체적이고 유기적인 과정으로 확장하여 개념화 하였다. 또한 소비자-기업 가치공동창출활동의 수준을 직접 측정할 수 있는 척도를 개발하여 향후 소비자와 기업의 가치공동창출활동 수준을 확인할 수 있도록 하였다. 그 결과 소비자­기업 가치공동창출활동의 척도는 개념화에 근거하여 내용과 수행방식으로 구분하여 개발하였고 각각 35개 항목과 12개 항목을 최종 개발하여 검증하였다. 내용 척도의 경우 상품속성가치와 상품소비과정가치로 구분하였으며, 수행 방식은 소비자가 주도하는 소비자 Push 방식, 기업이 주도하는 기업 Pull 방식, 소비자간에 정보 공유를 주도하는 소비자 상호작용 방식으로 구분하였다. The concept of consumer-business collaboration is gaining importance in information society in which the notion of coexistence is critical. Several reasons could be behind the shift in paradigm from that of competition to that of collaboration between consumers and businesses. First driving force of such change can be found on consumer side. In the information age, consumers could access information that were not available to them before and they are able to modify, produce and share information with other consumers, and such informed consumers become empowered in the market. From business perspective, collaboration is essential element in business success and sustainability. In order to succeed and cope with fast changing market conditions, it is important for businesses to form partnership with consumers and feel the needs of consumers and respond to them in an appropriate and timely manner. What is the specific action plan for consumer-business collaboration? This study suggest that is "Consumer-Business co-creation of Value". Consumer-business co-creation of Value is useful not only to businesses but also to consumers in the sense it ultimately contributes to the realization of consumer sovereignty in the market. More specifically, where as the concept of dollar vote, a traditionally discussed means of realizing consumer sovereignty, has been criticized as being a remedial approach to what is already offered in the market, the potential of consumer-business co-creation of value lies in the possibility that consumers` needs and preferences can be communicated to businesses before the actual production happens, and thus making the distribution of social resources more ideal and effective by consumers. This paper propose to do the followings. First, I proposed to conceptualize ``Consumer-Business co-creation of value`` from consumer study`s point of view. Secondly, I proposed to develope the scale for consumer-business co-creation of value. I suggested the scale for co-creation value contents and the other being performance. In order to define consumer-business co-creation of value, it may be useful to take study the previous studies of co-creation into consideration. Great attention has been paid to the question of co-creation of value since 1979. However no one conceptualized the definition of consumer-business co-creation of value. Just Wikstrom(1996), Prahalad and Ramaswamy(2000, 2004), Vargo and Lusche(2004, 2006, 2008). Payne et al. (2008) had a comprehensive survey of consumer-business co-creation of value from both consumer and business perspectives. From these previous studies. I have extracted several ideas in order to conceptualize the consumer-business co-creation of value. They are consumer value creation process, business value creation process, the value to be able to co-create. In the Following, I tried to show the definition of Consumer-Business co-creation of value with regard to its significance to consumer, business, and market. "Consumer-Business Co-creation of Vale" can be explained through three processes. First, through experience, consumers discover new or additional values they desire in products. Then, business selectively choose and study certain values discovered by consumers in order to improve their products. Once the business proposes improved products which reflect the consumer`s ideas, consumers will likely choose to consume those products. Within this three-step process, consumer-business co-operate, and eventually exercise consumer-business co-creation of value activities. The fact that consumer sovereignty can realize before dollar-vote in the market is meaningful to consumer. From Business perspective, they can continue to exist through consumer dollar-vote. Last, if this process should happen everyday, the distribution of social resources will make more ideal. I focused more closely on developing the scale for measuring consumer-business co-creation of value, and to examining the real condition of consumer-business co-creation of value in Korea with respect to ongoing activity and perceived importance. Consumer-business co-creation of value can be measured two sides with one being value contents and the other being performance. The final value contents is composed of product attribute value, buying value, usage value, AS value, disposing value and can be dimensionalized by consumer`s problem solving level Consumer offer an opportunity to business to study their experience process. consumer identified problem of product through using process. Next dimension is problem solution suggestion by consumer, and last dimension is new idea suggestion. Performance Method is dimensionalized by two major axes, the subject and the object of consumer-business co-creation of value performance. They were named by consumer pushing way, consumers` interaction way, business pulling way. In order to consumer-business co-creation of value activity, the final Questionnaire with 35 Questions for value contents and 12 Questions for performance method. After the conceptualizing and developing the scales of consumer-business co-creation of value, I conducted the survey to measure the real conditions of consumer-business co-creation of value in Korea and I performed a confirmatory factor analysis in order to validate the scales of measurement.

중국에서 외국산 유아식품의 구매의도에 관한 연구

무시원,윤기창 한국유통과학회 2017 유통과학연구 Vol.15 No.3

Purpose – The aims of this study are follows. We investigated to find out how country image and brand image affect the consumer perceived value, consumer attitude, and purchase intention of foreign infant foods in China. Especially, we focused on investigate for the moderating role of consumer knowledge between national image, brand image and consumer perceived value of foreign infant foods in China. Research design, data, and methodology – This study analyzed the effect of national image and brand image on purchase intention through consumer perceived value and consumer attitude. This study collected data for empirical analysis of Chinese consumers who have been purchase experience infant foods in China. 256 copies of questionnaire data were used for substantial analysis. Before testing the hypothesis, factor analysis was conducted to test the construct validity of measurement items. Hypotheses about effects between variables were verified using structural equation modeling analysis and hierarchical regression analysis. Results – First, the country image had a positive effect on consumer perceived value of foreign infant foods. Second, the brand image had a positive effect on consumer perceived value of foreign infant foods. Third, the consumer perceived value had a positive effect on consumer attitude. Fourth, the consumer attitude had a positive effect on purchase intention. Fifth, the consumer knowledge was moderating roles between brand image and consumer perceived value of foreign infant foods. However, the consumer knowledge did not effect of moderating between country image and perceived value of consumers. Conclusions – First, the impact of country image and brand image on consumer perceived value of foreign infant foods in China can be seen as a universal psychology of consumers who trust pure foreign products such as high quality, technology, etc. Second, consumer perceived value of foreign infant foods has a positive effect on consumer attitude, and this attitude is leading to purchase intention. Third, the consumer knowledge between brand image and perceived value acts as a moderating variable. It means that the consumer’s knowledge can shape the perception of the brand image more strongly.

사회 지향적 가치가 한․중 소비자의 시장선도 브랜드 소비가치 지각에 미치는 영향

이인구,이영일,나준희 경남대학교 산업경영연구소 2012 지역산업연구 Vol.35 No.2

This research divided consumer value the 8 values presented by Holbrook(1999), and analysed which values are cognitive values for Chinese and Korean consumers and whether there is a difference between Chinese consumers and Korean consumers towards brand value cognition by using some famous brands that are familiar to both Chinese and Korean consumers. After that, we illustrated the cognitive value towards famous brand by Chinese and Korean consumers. The experiment showed that, like the 8 values presented by Holbrook(1999), both Chinese and Korean consumers sense the self-oriented value and other-oriented value. It also showed the cognitive value difference between Chinese consumers and Korean consumers on self-oriented value and other-oriented value. As it showed in the research on the difference between Chinese and Korean consumers cognitive value towards famous brand, the cognitive value of Chinese consumers is higher than Korean consumers on the efficiency, play and aesthetics of self-oriented value, but lower at the aspect of excellence. The cognitive value of Chinese consumers is lower than Korean consumers on the esteem, ethics and spirituality of other-oriented value, but higher than Korean consumers on lower level. This means there is a difference between Chinese and Korean consumers at the cognitive value of brand. This result is a practical inspiration for market sale and product development. Especially for the companies who want expand their business in China and Korea market. 본 연구는 한국과 중국의 소비자가 지각하고 있는 소비가치 지각을 규명하여 향후 중국 진출 우리나라 브랜드의 이미지 구축에 유용한 방향을 제시하기 위한 탐색적 연구이다. 연구의 진행을 위해 소비자가 지각하는 가치의 분류를 선행연구를 통해 검토하였으며, 이를 통해 연구에 적용할 가치를 선정하였다. 또한, 중국과 한국 소비자 모두가 인지하고 있는 시장지위가 높은 선도브랜드를 선정하여 한국과 중국의 젊은 소비자를 대상으로 연구를 진행하였다. 연구결과, 중국 소비자는 한국 소비자보다 자아지향적 가치(아름다움, 효율성, 즐거움, 우수성)를 더 높게 지각하는 것으로 나타났다. 이는 중국의 도시 젊은 소비자들은 한국보다 더 가치 지향적으로 변화하고 있음을 의미하며, 소비수준이 높아져 제품 관련 속성들의 수준에 대한 기대가 높다는 것을 의미하는 것으로 판단하였다. 다음은 중국 소비자가 한국 소비자보다 사회지향적 가치(지위, 영성, 부러움, 윤리)를 더 높게 지각하는 것으로 나타났다. 이는 중국의 젊은 도시 소비자들은 한국보다 더 제품의 구매와 소비에 있어 타인을 의식하는 것이라 하겠다. 특히, 본 연구는 이론적으로 연구에서 규명된 Holbrook(1999)의 가치 분류가 중국 소비자에게서도 지각되는 것으로 나타났다. 따라서 본 연구는 탐색적 연구로서 중국 소비자들이 소비가치를 어떻게 지각하고 있는지 지각 가치를 규명하여 향후 중국 내에서 브랜드 이미지 구축 시에 유용한 시사점의 제공과 관련 연구의 방향을 제시하고자 하였다.

외식서비스에 대한 소비가치가 소비자만족에 미치는 영향: 중국 프랜차이즈 레스토랑 소비자경험을 중심으로

손완노 ( Wan Lu Sun ),황혜선 ( Hyesun Hwang ),홍지형 ( Ji Hyung Hong ) 대한가정학회 2020 Human Ecology Research(HER) Vol.58 No.2

This study examined consumer experiences on consumption value for the restaurant service and the effect of consumption value on consumer satisfaction. Consumption value was composed of four values: functional, social, emotional, and epistemic. Participants consisted of 407 consumers who live in Shanghai and have experience eating at Haidilao restaurant. The results of this study suggested that the perceived consumption value of the restaurant service varies by the socio-demographic backgrounds of consumers. Consumer satisfaction is affected by the epistemic, emotional, and functional values of the restaurant service. The effect of epistemic value on consumer satisfaction with restaurant service was the highest among all consumption values followed by emotional and functional values. There was no significant effect of social value on consumer satisfaction. This study showed that consumers pursue various values in the restaurant services which had a greater influence on consumer satisfaction than the functional value related to the primary purpose of restaurant services. As the consumer experience diversifies along with the globalized food service industry, it is necessary to improve the consumer satisfaction of restaurant services by investigating what values and experiences consumers pursue. The results of this study contribute to a consumer-oriented service design of restaurants by illuminating consumers’ experiences with consumption values that influence consumers’ satisfaction with the overall restaurant service.

문화예술상품에 대한 소비자의 가치인식과 추구혜택에 관한 질적 연구

이영선,신은주 한국마케팅학회 2011 ASIA MARKETING JOURNAL Vol.12 No.4

This research attempted to present the efficiency of culture marketing to the organizations producing culture-art products and to the companies utilizing art and suggest the practical viewpoints to the culture and art policy agencies. The methodology used was to take an in-depth look at the consumer value cognition and benefits of culture-art products in contemporary consumption culture from a social context by conducting a total of 12 Focus Group Interviews, consisting of 58 males and females in their 10s~50s who can represent culture-art product consumers. The culture-art products refer to the artist's spiritual, actual act of creating or to the end products with economic exchange value. They are also sense goods and merit goods that affect the mental state of consumers. By looking at culture-art products as consumer merit goods, this research examined consumer value cognition of culture-art products based on the characteristics culture-art products. As a result, this research determined that consumers view culture-art products largely as ‘aesthetic and sensuous merit goods’, ‘actual and individual merit goods’, and ‘social public property’. As ‘aesthetic and sensuous merit goods’, culture-art products are considered as the products of an artist’s creative activities; as ‘social public property’, culture-art products have a public value in terms of ownership; and as ‘actual and individual merit goods’, culture-art products act on the spirit and reality of a consumer in terms of consumption. As a result of analyzing the benefits of culture-art products based on the above-mentioned consumer value cognition, it was observed that the benefits of culture-art-product consumption are chiefly divided into ‘aesthetic character-oriented’, ‘social relationships-oriented’, and ‘individual benefits-oriented’ depending on how consumers see culture-art products. A 3-conceptional structures model was constructed according to the relationship between consumer value cognition of culture-art products and the benefits. This research revealed that consumers who pursue the aesthetic value or sense of beauty as the central reason experience culture-art products themselves, enjoy intellectual quests, and pursue their satisfaction by expressing affection for and interests in culture-art products. On the other hand, consumers who pursue social value as the central reason as a means of communication by perceiving culture-art products as a public property of society, pursue sympathy with people close to them through the symbolic power of culture-art product consumption or the joy of self-display. Consumers who perceive art products as spiritual and actual merit goods and pursue consumer value as a central reason want to express their own personality, develop themselves, and differentiate themselves or identify themselves with others in the context of social relations for the ultimate goal of living a happy and satisfied life while pursuing to satisfy imminent and actual necessities as emotional stability and rest. The fact that culture-art product benefits could vary according to how a consumer perceives them implies that consumer value cognition of culture-art products and their benefits significant affect consumers' decision in choosing and consuming various culture-art products. It turned out that such benefits from the consumption of culture-art products reflect the complex contemporary consumption culture of rational consumption, symbolic consumption, experiential consumption, and social reflective consumption. This research identified conceptional structures of consumer value cognition on culture-art products and benefits that can be used for studying and understanding culture-art products consumers who pursue a variety of consumption values. They can also be used by private companies in utilizing art, as well as by national agencies in enhancing the population’s quality of life. However, since this... 본 연구는 문화예술상품 소비자 연구를 위한 개념적 구조를 마련하고, 문화예술상품 생산기관 및 문화예술정책기관과 문화예술을 활용하는 기업의 문화마케팅의 효율성을 위하여 문화예술정책기관에 실무적 시사점을 제시하기 위하여 실시되었다. 현대소비문화 속에서 문화예술상품 소비자의 가치인식과 추구혜택을 사회적 맥락에서 심층적으로 파악하기 위해, 문화예술상품 소비자를 대표할 수 있는 10대부터 50대까지의 남녀 58명을 12개의 그룹으로 나누어 총 12회에 걸친 표적집단면접(FGI)를 실시하였다. 문화예술상품은 예술가의 정신적․관념적 창작행위나 그 결과물인 작품에 경제적 교환가치가 부여되어 소비되는 상품이다. 문화예술상품의 특성을 바탕으로 문화예술상품에 대한 소비자의 가치인식의 개념구조를 알아본 결과 ‘실제적․개인적 가치재’, ‘사회적 공공재’, ‘미학적․감각적 경험재’로 나타났으며, 경험적 소비재의 관점에서 문화예술상품 소비 추구혜택의 개념구조를 알아본 결과 ‘예술적 특성지향’, ‘사회적 관계지향’, ‘개인적 유익지향’의 방향성을 가지고 있는 것으로 나타났다. 문화예술상품 소비에 대한 이와 같은 소비자의 가치인식과 추구혜택의 개념구조는 합리적 소비, 기호 상징적 소비, 경험적 소비, 반성적 소비라는 복합적인 현대소비문화가 반영된 것으로 해석 할 수 있다. 문화예술상품에 대한 소비자 가치인식과 추구혜택의 관계를 개념적으로 분석한 결과 문화예술상품 소비자의 가치인식에 따라 추구혜택이 다르게 나타나는 것을 확인할 수 있었다. 이러한 결과는 문화예술상품에 대한 소비자의 가치인식이 추구혜택의 특성을 형성하며, 소비를 결정하고 문화예술상품을 선택하는데 있어서 중요한 영향을 미칠 수 있다는 것을 시사하는 것이다. 본 연구 결과로 나타난 가치인식과 추구혜택의 개념구조는 문화예술상품 소비자 연구의 측정도구 개발에 사용될 수 있으며, 기업의 효율적인 문화예술마케팅 전략 및 소비자 중심의 문화예술상품 생산과 국민의 삶의 질을 향상시키고자 하는 국가기관의 정책 수립에 필요한 소비자 정보로 활용될 수 있을 것이다.

시장지위와 제품특성이 소비자의 소비가치 지각에 미치는 영향에 관한 연구

이영일(Lee, Yeoung-Il) 한국상품학회 2009 商品學硏究 Vol.27 No.4

본 연구는 소비자가 소비 상황에서 지각하게 되는 가치를 Holbrook(1999)의 주장에서 제기된 8가지의 가치로 분류하여 우리나라 소비자가 이러한 가치를 지각하고 있는지를 분석하는 것과 개별 브랜드가 가지고 있는 시장지위에 따라서 이러한 가치의 차이가 나타나는지를 규명하고자 하였다.또한 구매상황에서 소비자가 고려하는 제품특성에 따라서 이러한 소비자가 지각하는 가치가 어떻게 나타나는 지를 밝히고자 하였다. 실험결과 연구에서는 Holbrook(1999)의 가치 분류와 같이 소비자들이 8가지의 가치를 사회지향적 가치와 자아지향적 가치로 지각하고 있는 것으로 나타났으며,시장지위에 따라서도 각 가치의 차이를 인식하고 있는 것으로 나타났다.또한 제품특성에 따라서도 소비자들이 지각하는 가치는 차이가 있는 것으로 나타났다. 시장지위에 따른 소비자의 가치 지각은 연구에서 주장한 것과 같이 시장지위가 높은 브랜드들이 시장지위가 낮은 브랜드보다 높게 나타났으며,8가지 가치 중 윤리의 경우는 연구의 가설과 같이 시장지위가 낮은 브랜드가 높은 브랜드 보다 높게 나타났다.또한 쾌락적 제품의 경우가 실용적 제품의 경우보다 소비자 가치 지각이 높게 나타났으며,자아지향적 가치와 사회지향적 가치의 구분에서는 제품특성에 따른 소비자가 지각하는 가치의 차이가 나타나지 않았다. this study aims to investigate the effect on perception of consumer value of product characteristics and market position of brand. The consumer value is based on 8 types consumer value of Holbrock (1999). Also we tried to reserch about difference of perceived value of consumer at purchase situation. Results support the different value perception of consumer that consumer recognize value perception of two types which are the self-oriented value. And also consumer recognize difference of value according to market position of brand and product characteristics. the value perception of brand which is high market position is higher than brand which is low market position. Bur the value perception of brand which is low market position is higher than brand which is high market position in the case of the value of ethics of 8 types consumer value. And hedonic goods are higher the value perception than utility goods. And there are not the difference of value perception in the case of the classification of the sepf-oriented value and the other-oriented value.

구매자의 관여도 수준에 따라 가격할인이 지각가치, 구매의향, 탐색의도에 미치는 영향

윤남수,김재영,박영균 한국유통과학회 2011 유통과학연구 Vol.9 No.1

One of the major reasons for fierce competition among firms is that they strive to increase their own market shares in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Due to such changes in the marketing environment, differentiated after-sales service and diversified promotion strategies have become more important in the race to gain a competitive advantage.5)6)7)Price discount is one of the popular promotion strategies that most retailers use, especially to increase sales, but offering a price discount does not always lead to the expected result. If marketers apply an identical price-promotion strategy without considering the characteristic differences in products and consumer preferences, the discounted price itself may make people skeptical about the quality of the product. Moreover, the changes in perceived value may appear differently depending on factors such as consumer involvement. This implies that variables such as the level of consumer involvement, brand loyalty, and external reference prices, in reality, would have different effects on how consumers perceive the value of price discounts. The variables that affect consumers' perceived values and buying decisions are diverse and complicated. Several studies have examined the effects of such variables as external reference price, selling price, and brand on consumers' perceived value of products. Results have not shown consistent patterns. Therefore, we must note that the factors affecting consumers' value perceptions and buying behaviors are diverse and that the results of studies on the same dependent variable come out differently depending on what that variable is. This study focused on the level of consumer involvement as a salient variable that supposedly affects the perceived value of a product, willingness to buy, and search intentions. We tried to examine whether a price discount affects the perceived value—such as perceived acquisition value and perceived transaction value—in different ways depending on the level of consumer involvement. In addition, we proposed managerial implications that marketers need to consider as a whole, for instance, product attributes, brand loyalty, and involvement and then established a differentiated pricing strategy, case by case, in order to effectively enhance consumers’' perceived values. As a result, we found that perceived transaction value positively affects perceived acquisition value and when discounting the price of a high-involvement product enhances the consumer’'s willingness to buy, but perceived acquisition value does not affect the search intentions significantly. In the case of discounting prices of low-involvement products, on the other hand, the perceived transaction value has a positive effect on the willingness to buy, but the negative effect of perceived acquisition value on the search intentions was not significant. We suppose that people doubt a product's quality because of a declined perceived quality derived from a price discount. Even though the price discount enhanced the transaction value, people ventually increased their level of searching for additional product information. From the results of this study, we suggest that marketers ought to establish an appropriate value-enhancing strategy based on the understanding of which perceived value consumers rely on more when they conduct purchasing behavior because consumers perceive the degree of importance of acquisition value or transaction value differently, depending on their level of involvement.