THE ROLE OF CONSUMERS’ EMOTIONS OF DELIGHT ON BOOK PURCHASE DECISION PROCESS IN AN ONLINE SETTING

Junghwa Son,Kevin Dio,Ho Park,Changju Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Emotion has been discussed as a key element in the purchase decision process across several products and services by several researchers (Bagozzi, Gopinath, & Nyer, 1999; Kang, Jin, & Gavin, 2010; Lee & Park, 2013). Although a variety of products and services have been utilized to address the relationship between emotions and the purchase decision process, books, especially an online-book purchase environment, have been neglected in existing research of the relationship between emotions and the purchase decision process. Thus, the purposes of this study are 1) to investigate how book covers influence consumers’ purchase decisions in an online setting, 2) to examine the influence of two different criteria of book covers (the color of the book cover and the picture or photo on it) on consumers’ emotions of delight, and 3) to explore the cross-cultural differences (i.e., Japan vs. France) in the online book purchase decision process. Emotion is referred to “an affective, subjective, experimental, temporary, multidimensional phenomenon and a source of motivation caused by exogenous factors to the individual that interact with the process of treatment of the collected information for the purpose of experience of consumption” (Graillot, 1998, p. 12). In marketing, emotion is considered to be the beginning of the choice made by consumers (Derbaix & Pham, 1989), and many researchers have tried to find dimensions of emotion which better explain the consumer’s purchase decision process, such as circumstances (e.g., hope, relief, and joy), external cues (e.g., like, dislike, and anger), or self-created cues (e.g., regret, shame, and guilt) (Roseman, Antoniou, & Jose, 1996). In order to fill in gaps from previous research, in this study we present the following research hypotheses: H1: There will be a positive relationship between the color of the book cover and the consumer’s emotion of delight when purchasing a book from an online bookstore. H2: There will be a positive relationship between the picture or photo on the book cover and the consumer’s emotion of delight when purchasing a book from an online bookstore.H3: There will be a positive relationship between the consumer’s emotion of delight and a book’s perceived usefulness when purchasing a book from an online bookstore. H4: There will be a positive relationship between a book’s perceived usefulness and the purchase of the book. H5: The impact of the book cover on the purchase decision process will vary by country. Japan and France were chosen as the countries for the study as they are significantly similar in terms of the size of the book market on the global stage (Oricon, 2015), however the two countries are very dissimilar in terms of culture. In addition, there is no existing research that compares consumers in these two countries in an online book purchase setting. A total of 398 usable date sets were collected in Japan (n = 191) and France (n = 207) using a questionnaire survey. Two sets of questionnaires were developed in Japanese and French for the respondents and the respondents were randomly chosen for this study. All measurement items of each construct (i.e., the importance of the color of the book cover, the importance of the picture on the book cover, the emotions of delight, the perceived usefulness of the book, and the book purchase) were adopted from previous studies and measured using a 5-point Likert scale. To test the proposed research framework, in this study we developed a structural equation modeling method. Multigroup confirmatory factor analysis was conducted to test construct validity, which showed satisfactory evidence of convergent and discriminant validity. Based on Table 1, there is no significant relationship between the color of the book cover and the emotion of delight, therefore Hypothesis 1 was rejected. On the other hand, Hypotheses 2 (the relationship between the picture on the cover and the emotion of delight), Hypotheses 3 (the relationship between the emotion of delight and a book’s perceived usefulness), and Hypotheses 4 (the relationship between a book’s perceived usefulness and the book purchase) were found to be statistically significant. Finally, Hypothesis 5, indicating that the impact of the book cover on the purchase decision process varies across countries, was supported. In other words, the χ² difference test between the two countries revealed that an unconstrained model indicated a significantly better model fit than a fully constrained model (Δχ²(7) = 117.58, p < .001), indicating the evidence of differences in the path relationships between the two countries (Laukkanen et al., 2013). Since Hypothesis 5 was indicated to be significant, a further analysis of each path from Hypothesis 1 to Hypothesis 4 was conducted. This revealed that only the relationship between a book’s perceived usefulness and the book purchase was significantly different by country (Δχ²(1) = 3.91, p < .05). The study provides meaningful academic implications. This study examines the influence of the book cover on consumers’ emotions, which lead to the actual purchase of the book in an online setting and accurately explains the role of consumers’ emotions in the relationship. Furthermore, this study proved that the relationship between the book’s perceived usefulness and the purchase of the book was different by country. Given this, marketers should develop tailored marketing strategies for the two countries. For French consumers, practitioners should focus more on the usefulness of the book itself, such as the meaning of the book to readers, the impact of the book on readers, the potential for improving reader’s knowledge andhappiness, etc. In other words, marketers should emphasize and promote the concept of the usefulness of the book itself rather than the design components, such as the color of the book cover. Additionally, consumers’ emotions of delight have a significant role on the online book purchase decision, therefore promoting and arousing consumers’ positive emotions, for example, with music, easy transactions, easy access, etc., may be critical while shopping for books online.

조선 使臣의 중국서적 수집활동과 그 현존자료에 대한 시론적 고찰

옥영정 한국서지학회 2015 서지학연구 Vol.61 No.-

This study is for looking at the part of East Asia book trades through the book collection of Joseon missions to Imperial China who has many functions and roles. To do this, we first figured out the meaning of getting the actual books which has been shown from enboy record. The flow of Chinese publication which was spread by the book purchasement of Joseon missions to Imperial China can provide basic datas for approaching Joseon missions to Imperial China study in reading cultural way. To do this we looked up some books that has been existed since then because it is necessary for approaching Joseon missions to Imperial China culture in publicational way. Through Joseon missions to Imperial China’s forms of book trades, we can know that before 17th century, Joseon missions to Imperial China couldn’t do something personally. But we can know that it slowly deregulated in 18th century and it has been revealed through book purchasement. It looks like many kinds of Chinese books had come into Joseon, and Joseon missions to Imperial China had conducted this job well by the form of the giver of knowledge. However, time has gone and with all the warfares and commotions, the books those have been imported have disappeared with many different reasons. The books that are reported whole are not that many. If we are able to check the books that are recorded, we will be able to give them knew meanings of having values of both purchase and historicity. 이 연구는 다양한 기능과 역할을 지닌 사신의 수집서적을 통하여 동아시아 서적교류의 일면을 살펴보는 데 목적을 두었다. 이를 위하여 주로 연행기록에 나타난 서적 求得方式을 우선 파악하여 그 의미를 알아보았다. 연행사가 서적을 구득하고 전파한 중국서적의 전체적인 흐름은 연행연구를 출판 독서문화사적으로 접근하는 데 기본적인 자료를 제공할 수 있을 것이다. 이를 위하여 연행문화의 출판문화적 접근에 필요한 사항으로 일부분이지만 실물자료로 남은 서적에 대하여 현전하는 자료를 몇 종 살펴보았다. 출판문화사와 서적교류사의 연구는 특정 인물이 아니라 전체에서 사상적인 영향력이 큰 영역이 무엇인지, 뿐만 아니라 그 당시 국가전체의 사상적인 수요가 무엇인지 등 사회사, 사상사 전체 차원에서 규명하는 것이 가능하다는 점에서 주목된다. 연행사의 서적구매 방식을 통해서 살펴본 바로는 17세기까지 조선사행단의 중국 내 개인 활동을 엄금하던 것이 18세기 초반부터 조금씩 완화되고 있다는 것을 알 수 있으며 이러한 사실이 서적구매에서 여실히 드러나고 있음을 알 수 있다. 수많은 종류의 중국서적이 조선에 유입되었고 연행사는 지식의 전달자 또는 유포자로서 그 역할을 충분히 수행한 것으로 보인다. 하지만 세월이 흐르고 병화와 격동의 시간을 겪으면서 수입된 서적들은 갖가지 사연을 남기고 사라져가고 그나마 온전하게 남아서 그대로 전해지는 자료는 매우 드물게 되었다. 기록에 남아있는 서책을 그대로 확인할 수 있다면 희귀서로서의 가치뿐만 아니라 역사성을 지니는 자료로서 새로운 의미부여를 할 수 있을 것이다. 본고에서는 몇 종의 서적의 예를 들어 이를 살펴보았다.

도서소비자의 독서동기 및 구매행태에 관한 연구- 20­30대와 40­50대를 중심으로 -

김선남 한국서지학회 2020 서지학연구 Vol.81 No.-

The purpose of this study was to find he characteristic differences shown by two age groups, 20-30 and 40-50, in terms of their reading motivations and book purchasing behaviors. The empirical analyses showed that there were statistically significant differences between the two groups. First, reading motivations were different. The age group of 20­30 read books to satisfy the “fun-seeking” motivation. On the other hand, the age group of 40­50 read books to satisfy such motivations as “information collection”, “emotional stability”, “self-realization”, “following habit” and the like. Second, the book genres they preferred were different. The 20-30 age group favored “educational materials”, while their counterparts more liked “liberal arts” than any other genre. Third, the purposes of their book purchasing were also different. The younger age group bought the books with such diversified purposes as “social network building”, “information collecting”, “catching-up new trend”, and “satisfying curiosity”. Meanwhile, the 40-50 age group purchased books without any specific purpose. They engaged in the impromptu purchase when encountering books in the store. Fourth, the places where they bought books were different. The 40-50 age group depended more on “second-hand stores” .Finally, the sources where book-related information was collected were different. The 20­30 age group obtained information by depending upon on-line and personal network. On the other hand, the 40­50 age group obtained information by using off-line measures and reading campaigns. 본 연구의 목적은 20­30대와 40­50대의 도서소비자의 독서 동기 및 구매행태의 특성과 차이를 실증적으로 규명하는 데 있다. 분석결과 20­30대와 40­50대의 독서 동기 및 구매행태가 일부 요인에서 차이가 있음을 발견하였다. 먼저 20­30대는 ‘오락 추구’ 동기를 가진 반면 40­50대는 ‘정보수집’, ‘정서적 안정’, ‘자아실현’, ‘습관성’ 등의 동기를 보유하였다. 20­30대는 ‘교육서’를 읽기를 선호하였던 것에 비해서 40­50대는 ‘인문교양서’ 읽기를 선호하였다. 20­30대는 다양한 목적을 가지고 도서를 구매한 것에 비해서(‘사회적 관계’, ‘정보수집’, ‘사회변화적응’, ‘호기심 충족’) 40­50대는 단순한 목적, 즉 서점에서 눈에 띄는 책을 즉흥적으로 구매하는 것으로 나타났다. 20­30대에 비해서 40­50대가 ‘중고서점’을 더 이용했다. 구매과정에서 활용하는 정보 채널과 관련해서, 20­30대는 온라인 및 대인 매체를 활용한 것에 비해서 40­50대는 오프라인 매체 및 독서캠페인 등을 더 활용하였다.

문학서 도서구매 결정요인과 만족도에 관한 연구

정현욱(Jung Hyun Wook),신명환(Shin Myoung Hwan) 한국출판학회 2017 한국출판학연구 Vol.43 No.2

본 연구는 문학서 도서구매의 결정요인과 구매자의 만족도를 분석했다. 연구결과 문학서 구매자들의 구매 결정에 영향을 미친 요인은 자기만족, 내용의 유용성, 작가명성, 서평, 독서캠페인 등이었다. 또한 도서구매 만족에 영향을 미치는 요인은 재미, 자기만족, 내용의 유용성, 베스트셀러 등이었다. 독서캠페인, 시중서점을 방문하는 행동 등은 도서구매자의 구매 결정을 높이는 요인으로 나타났다. 또한 도서구매자의 만족도를 높이는 정보채널은 인터넷활용, 서점방문 등이었다. 문학서 도서구매자들의 구매 결정에 영향을 미치는 요인을 파악하고 정보이용 행태 분석은 출판사의 유용한 도서판매전략 및 독자를 위한 양질의 서비스와 콘텐츠개발의 전략을 구축할 수 있는 계기가 될 수 있다. The purpose of this study was two-fold: to examine the factors influencing book purchases when the readers buy liberal art books; to investigate the level of satisfaction shown by book buyers. The research used the data set collected by Publication Industry Promotion Agency of Korea in 2016. The analyses showed the followings. First, book purchases were positively influenced by such elements as content utilities, writers popularities, book reviews, and book-reading campaigns. The satisfaction levels of book purchases were determined by such factors as fun-making, self-contentment, utility, and best-seller enlistment. Second, book buyers took into account such factors as book-reading campaigns and visits to books stores when they were activated to buy liberal art books. Third, the satisfaction levels of book purchases were positively related with such factors as book-related information collected through internet and book-choices made through the visits to book stores. These findings could be used as a useful ground on which publishing companies would set up reasonable marketing strategies. In addition, they would help publishing companies provide high quality contents and services to book readers.

도서정가제 시행에 따른 공공도서관 자료구입의 쟁점과 과제

강은영 한국도서관·정보학회 2016 한국도서관정보학회지 Vol.47 No.2

This study intends to analyze issues of purchasing process in public libraries by the 2014 revised Publication Industry Promotion Agency of Korea and fixed book price. Furthermore, this study suggests future tasks for restoring the intent of revising the laws and toward a better book purchases. The main contents of this study are as follow: 1) preparing the effective methods for selecting book vendor with evaluating the performance not price competition, 2) establishing concept and scope of local bookstore as book vendor for restoring the intent of the activation policy of local bookstore, 3) establishing the well-defined regulation about benefit of the economic dimension. 이 연구는 2014년 「출판문화산업진흥법」의 개정으로 새로운 내용의 도서정가제가 시행됨에 따라 공공도서관 자료구입과정에서 쟁점으로 부각되고 있는 문제를 짚어 본 다음, 이를 토대로 개정된 도서정가제의 취지를 살림과 동시에 보다 효율적인 자료구입이 이루어지기 위한 과제를 제안하고자 하였다. 연구를 통해 도출된 결과는 다음과 같다. 첫째, 개정 도서정가제 시행으로 가격경쟁 비중이 축소된 상황에서 도서관은 업무이행능력 등 질적인 측면에 초점을 맞추어 자료납품업체를 선정할 수 있는 방안을 마련해야 한다는 점 둘째, 자료납품업체로서 지역서점의 개념과 범위를 명확하게 설정하여 무자격업체의 응찰을 방지함과 동시에 지역서점 활성화 정책의 취지를 살려야 한다는 점 셋째, 경제상의 이익 처리에 대한 보다 명확한 규정이 마련되어야 한다는 점 등이 그것이다.

소비자의 도서구매 결정요인에 관한 주관성 연구

김선남 한국주관성연구학회 2017 주관성연구 Vol.- No.38

The purpose of this study was to identify consumer subjectivity structure shown in book purchasing. Three types of subjectivities were found in the analyses. The first type was named as “a psychological need oriented type”. People having this type of subjectivity stressed psychological needs in the purchase of books. They were likely to ignore the elements related with goods and transactional processes. The second type was named as “a media oriented type”. Those with this type of subjectivity were concerned with neighbor recommendation, media introduction, best-seller book list, etc. They were not interested in the elements related with product-related characteristics. The third type was named as “a content oriented type”. Those having this type of subjectivity emphasized book contents in book purchasing. They were disinterested in the elements related with publishing company’s reputation, book display method in the store, transactional factors. 본 연구의 목은 소비자의 도서구매 결정요인에 한 주성 구조를 밝히는데 있다. 소비자가 도서구매 과정에 서 고려하는 요인은 총 3개로 나타났다. 제1유형(심리 욕구 시형)은 도서구매 과정에서 심리 욕구와 련 된 요인을 시하는 반면 제품이나 유통에 련된 요인은 고려하지 않는 집단이다. 제2유형(매체 추천 시형) 은 도서구매 과정에서 주변인 미디의 소개, 베스트셀러 등과 같은 추천 요인을 시하는 반면 도서의 제품특 성과 련된 요인을 시하지 않는 집단이다. 제3유형(콘텐츠 시형)의 도서구매 과정에서 도서 콘텐츠 요인을 시하는 반면 서의 도서 배치 출사 명성 등과 같은 도서 생산 매 와 련된 요인은 시하지 않는 집단이다.

유명인이 집필한 책 구매에 미치는 영향에 관한 연구

이지훈 대한산업경영학회 2018 산업융합연구 Vol.16 No.2

본 연구는 책 내용, 유명인의 인지도, 유명인의 전문지식이 책 구매에 미치는 영향관계를 파악하고, 이를 통해 유명인들이 책을 발간할 때 고려해야 할 요소 및 판매를 위한 마케팅 방안에 대한 시사점을 제시하고자 하였다. 따라서 본 연구의 시사점은 다음과 같다. 첫째, 유명인들이 책을 발간 할 때는 독자들에게 충분히 공감할 수 있는 소재와 평소 자신이 편찬하려는 책 분야에 대한 정보의 신뢰성을 심어줄 수 있는 마케팅 활동을 활발하게 해야 할 것이다. 둘째, 유 명인들은 책의 편찬할 때는 자신의 이미지와 맞는 형태의 책 디자인이나 그림 선정 등에 신경을 써야 할 것으로 판단 되고, 나아가 이런 이미지가 독자들에게 심어질 수 있게 새로운 형태의 광고 전략을 구축해야 할 것이다. 마지막으로 유명인들은 책의 편찬하기 전 평소 자신이 가지고 있는 정보나 경험, 학습된 지식 등을 여러 광고 환경에서 시청자 및 펜에게 알릴 수 있는 다양한 수단들을 간구해야 할 것이다. 이를 지속적으로 인지시킨다면 향후 자신이 편찬할 책의 구매도는 높아질 것이다. The purpose of this study is to identify the effects of book content, celebrity recognition, and celebrity expertise on book purchasing, and to suggest implications for the marketing factors for sales and the factors to consider when publishing celebrity books . The implications of this study are as follows. First, when a celebrity publishes a book, it should actively promote marketing activities that can give credibility to the reader and to the credibility of the information about the book field that he usually compiles. Second, when a book is compiled, celebrities should pay attention to book designs and pictures that fit their images. In addition, it is necessary to build a new type of advertising strategy will be. Finally, celebrities should ask for various means to inform viewers and pens of their information, experiences, and learned knowledge in various advertising environments before publishing the book. If you continue to recognize it, your future purchases of books will increase.

도서 소비자의 인구통계학적 특성별 독서동기에 관한 연구

정현욱,이승주 한국출판학회 2018 한국출판학연구 Vol.44 No.5

본 연구 목적은 인구통계학적 특성별 소비자의 독서동기 차이를 규명하는데 있다. 분석결과 인구통계학적 특성별 독서동기가 다르게 나타났다. 먼저 여성이 남성보다 독서를 통해 ‘오락추구’, ‘정서함양’, ‘긴장해소’, ‘자아실현’등의 욕구를 충족하고 ‘습관적 독서욕구’를 더 보유했다. 고연령일수록 ‘정보(지식)추구’, ‘정서함양’, ‘긴장해소’, ‘습관’ 요인에서 두드러진 반면 저연령일수록 ‘오락추구’요인에서 두드러졌다. 고학력자일수록 ‘정보(지식) 추구’, ‘긴장해소’, ‘습관’ 요인이 뚜렷한 반면, 저학력자일수록 ‘오락추구’요인에서 두드러졌다. 고소득자일수록 ‘정서함양’, ‘긴장해소’, ‘자아실현’ 등 요인에서 두드러졌다. 학생층은 ‘오락추구’ , 자영업자는 ‘긴장해소’ 및 ‘자아실현’, 주부는 ‘정서함양’ 및 ‘여가활용’ , ‘습관’요인에서 뚜렷했다.

소비자의 인구사회학적 특성에 따른 도서구매처에 대한 실증적 분석

정현욱,김숙자 한국출판학회 2019 한국출판학연구 Vol.45 No.6

The purpose of this study was to examine the book purchasing places in relation to consumers' socio-economic features. The outcome of analyses showed the followings. First, gender was critical. Female consumers were more likely to rely on "internet bookstores", while male counterparts were more likely to use "discount marts and convenient stores", "specialized bookstores", and others. Second, age was important. teenagers more relied on "off-line bookstores". What was interesting was that people in 20-30 group depended more on "second-hand bookstores", "internet bookstores". Third, education was influential. people with below BA degree were more likely to use "large-scale downtown bookstores" or "small­scale community bookstores", while others with BA or higher degrees more depended on "internet bookstores" or "specialized bookstores". However, college students did not show any clear preferences in terms of book purchasing places. Fourth, monthly earning was important. people with 5 million won or more were likely to use either "large­scale downtown bookstores" or "small­scale community bookstores", while people with 4­5 million won more used "internet bookstores" and "discount marts and convenient stores". On the other hand, people with 2 million won or less did not show any clear preferences. Finally, job type was critical. Students were more likely to use either "large­scale downtown bookstores" or "small­scale community bookstores", while housewives more used "discount marts and convenient stores". It was also found that full­time workers more used "second-hand bookstores", while self-employees did not show any clear preferences.

책 관련 라디오 프로그램의 현황과 특성에 관한 연구

이문학 한국출판학회 2022 한국출판학연구 Vol.48 No.1

본 연구는 국내 주요 방송사의 책 관련 라디오 프로그램의 편성 현황을 살펴보고, 수도권 지역 대학생들의 책 관련 라디오 프로그램에 대한 생각을 알아보고자 하였다. 설문 조사는 2021년 12월 12일부터 12월 25일까지 수도권 지역 대학생 108명을 대상으로 하여 이루어졌다. 연구 결과 첫째, 주요 방송사의 책 관련 라디오 프로그램 중 EBS가 편성 시간, 다양성이 가장 높게 나타났고, 대부분 새벽 시간대에 편성되어 있었다. 둘째, 대학생들은 책 관련 라디오 프로그램이 지식 및 정보 획득, 교양 및 인격 형성에 기여한다고 평가했다. 셋째, 책 관련 라디오 프로그램 청취 후 도서를 구매한 경험은 적게 나타났으나, 도서 구매와 다른 사람들에게 추천할 의사에 미치는 영향은 유의미한 것으로 나타났다. 이에 본 연구는 첫째, 라디오 방송의 공익성 개념을 보완할 필요가 있고 둘째, 공익성 실현을 위해 책 관련 라디오 프로그램의 편성 시간대의 조정이 필요하며 셋째, 그 형태나 내용적인 면에서도 청취자와의 소통을 고려하여 구성할 필요가 있음을 제언한다.