소비자가 지각한 제품사용상황이 하이테크제품 교체구매의향에 미치는 영향

이현민 ( Hyun Min Lee ),이완수 ( Wan Soo Lee ),황미진 ( Mee Jin Whang ),황용희 ( Yong Hee Hwang ) 한국소비자학회 2011 소비자학연구 Vol.22 No.3

기업 간 경쟁 심화와 소비자들의 교체구매가 높은 비중을 차지하는 성숙기 하이테크 제품 시장은 소비자의 사용경험이 교체구매의향을 형성하는 영향관계의 규명을 통한 대고객 전략의 제안이 중요한 시기이다. 본 연구는 하이테크 제품에 대한 소비자의 교체구매의향이 소비자의 지각된 제품사용상황(perceived product-usage situation)에서 발현되어 제품속성 중요도 및 소비자 추구편익간의 조절적 관계를 통해 형성됨을 검증하였다. Fennell(1978)의 제안을 토대로, 첫째 소비자에게 지각된 제품사용상황을 제품관련 문제점이 지각된 사용상황(perceived situation of the product-related problems)과 심리적 욕구불만이 지각된 사용상황(perceived situation of the psychological frustration)의 두 차원으로 구성하고, 둘째 각각의 문제 상황이 특정 제품속성 중요도 평가에 미치는 영향관계를 검증하였으며, 셋째 소비자의 교체구매의향 유발에 영향을 미치는 제품 속성이 무엇인지를 구조방정식 모형에 근거하여 규명하였다. 연구 결과 하이테크 제품에 있어 소비자가 지각하는 제품사용상황 중, 첫째 제품관련 문제를 지각한 상황은 디자인, 브랜드, 주기능, 부가기능의 제품속성 중요도 평가를 증가시키며, 특히 주기능과 디자인, 브랜드 중요도는 교체구매의향으로 연계됨을 확인하였다. 둘째, 심리적 욕구불만을 지각한 상황은 제품의 디자인과 브랜드 속성중요도를 각각 증가시키며, 이중 브랜드 속성중요도가 교체구매의향을 증가시킴을 규명하였다. 또한 지각한 제품사용상황이 제품속성 중요도 평가에 미치는 영향은 소비자가 추구하는 편익에 따라 차이를 보이는 것으로 확인되었다. 본 연구의 시사점은 기존의 사용상황 연구에서 다루어지지 않았던 제품관련 문제 상황과 심리적 욕구 불만 지각상황이 소비자의 교체구매의향 형성에 미치는 영향관계를 규명함으로써 향후 교체구매 행동 연구의 토대를 마련하는 탐색적 연구로서 의의를 지닌다. 또한 기업의 하이테크 신제품 개발 전략 수립시, 소비자의 교체구매의향 발현을 위한 제품 컨셉 설정 및 마케팅 전략방향을 제시하고 있다. Intense competition among companies and replacement purchasing for consumers are features of a mature high-tech product market. Currently, suggestions for consumer strategy from investigations of the relationship between consumer experience and the formation of replacement purchase intention has become increasingly important. Consumers` perception of product-usage situation illicits a desire to purchase products and creates buying motives. It is important since it decides the direction in choosing a product(Fennell 1978). In the maturity phase of the hi-tech product market, the required time for consumers to understand products and to determine purchase intention becomes shorter. Amid the severe competition in the market, companies are required to establish consumer-attracting strategies by understanding perceived product-usage situations and by investigating how perceived product-usage situations lead to the formation of replacement purchase intentions. Consumers will make after-use evaluation of products. Then, the product-usage situation is expected to serve as a constraint, helping consumers to find countermeasures and narrowing down the criteria of the consumer`s decision(Bransford and McCarrell 1974; Ratneshwar and Shocker 1991). Moreover, consumers assess future choice alternatives based on the consumption cycle from purchase to use. The perception of product-usage situation assists consumers to select appropriate alternative products by inducing the retrieval process and reminding consumers of the measures they already know of. The perception of product-usage situation defines the range of alternatives and thus, serves as a frame for problem solving, which help consumers to find the benefits of a product they seek(Warlop and Ratneshwar 1993). In this respect, consumers` after-use product evaluation can be one of the important motives for the formation of replacement purchase intention along with the product-usage situation (Gardial, Clemons, Woodruff, Schumann, and Burns 1994). Especially, the situations subjectively perceived by consumers can be major factors affecting decision-making and other consumer behaviors(Kakkar and Lutz 1975). In this regard, the problems and complaints that consumers have during the use of hi-tech products will definitely influence after-use evaluation and the formation of replacement of purchase intentions. Therefore, verification of the aforementioned relationship is expected to bring to light new strategic points for further discussion. In addition, based on the means-ends chain model that explains the relationship between the results of product use and buying intention(Woodruff 1997), replacement purchase intention is assumed to be derived from the product-usage situation where consumers constantly try to perceive the results from the use of the product and from the process of re-evaluating the features of the product. This study verifies that consumer purchasing intention for product replacement of high-tech products is manifested by the perceived product usage and formed by moderating the relationship between the important product attributes and the benefits sought by the consumer. This study investigated the formation process of the replacement purchase intention based on the meansends chain model, a mechanism that explains how consumers` after-use evaluation of product features is connected to the replacement purchase intention in consecutive buying decisions. An empirical analysis verified that, in perceived product-usage situations, replacement purchase intention is formed by the customers` evaluation with much importance placed on the features that they particularly hope to acquire from the product. Fennell(1978) suggested that, first, two perceived product use situations were created as the perceived situation of product related problems and the perceived situation of psychological frustration. Second, the affect of the problem situation on the evaluation of importance of product attributes was conducted. Third, the product attributes that affect intention for replacement purchase were investigated based on structural equation models. Our results showed that for high-tech products, from the perceived product use situations that are perceived with product related problems increased the importance of design, brand, main function, and additional functions in product attribute evaluation. It was confirmed that main function, design, and brand importance led to replacement purchase intention. In perceived situations of psychological frustration, the importance of design and brand attributes increased, and identified with brand attribute importance was increased by intentions of replacement purchase. In addition, the influence of perceived usage situation on product attribute importance evaluation indicated a difference from the benefits pursued by consumers. The implications of this study are the identification of the affective relationship between product related problems and those psychologically frustrating situations caused by replacement purchase intention of consumers. This has not been addressed by existing product usage research. An empirical analysis verified that, in perceived product-usage situations, replacement purchase intention is formed by the customers` evaluation with much importance placed on the features that they particularly hope to acquire from the product. The significance of this research is that it sheds new light on the importance of considering product features when analyzing replacement purchase intentions. Re-evaluation of the importance level of the product features was confirmed to be one of the factors explaining the motive behind the replacement purchase intention. In addition, the perceived product-usage situation was confirmed to be an influential variable in the evaluation of the importance level of the product features. Product features were the main motive in the process of making a replacement purchase decision, which has not been studied to date. This study examined perceived product-usage situations where consumers used high-tech products and perceived the results from the use of the product. The situations were broken down into a functional one and psychological one. It was also confirmed that the discrepancy in the psychological part of a situation had a significant influence on the evaluation of the importance of the product features just as the functional part also did. Of note, it was also confirmed that there is a significant influence from the strengthened moderating effect, which is one of the sought variables for the subjective benefits that is caused by the individual differences between consumers. The moderating effect was observed to influence the perceived situation of psychological frustration about brand image for products. The moderating effect was also found to influence the perceived situation of product-related problems on the importance of the main function of products. The results of this study confirmed that the interaction effect of the sought variables for the subjective benefits, which is caused by differences between situations and consumers, have more influence on a consumer`s behavior than the independent influence of the situation. The reason is that the consumers` behaviors constantly change according to the situations(Belk 1974; Dickson 1982; Quester and Smart 1998). Our research is meaningful as an explorative study to provide foundation for future research on consumer replacement purchase behavior. In addition, our study suggests better product concepts and marketing strategy directions to induce consumer replacement purchase intentions and for companies seeking to establish development strategies for new high-tech products.

소비 영역의 중요성과 소비자 경험이 고객만족에 미치는 영향

김영두 ( Kim Young Doo ) 한국고객만족경영학회 2017 고객만족경영연구 Vol.19 No.3

기존 연구에서는 기업 입장에서 고객들의 긍정적인 경험이 기업 성과에 미치는 영향을 주로 살펴본 반면 본 연구에서는 소비자 시각에서 각 소비영역에서의 부정적인 경험과 각 소비영역에 대해 소비자들이 지각하는 소비영역의 중요성 여부가 만족에 미치는 영향과 부정적 경험에 따른 만족도를 소비영역의 중요성이 조절을 하는지를 살펴보았다. 본 연구에서 “2015 한국의 소비생활지표”를 활용하여 소비자들의 소비영역은 10가지 영역(의, 식, 주, 교육, 의료, 통신, 교통, 경조사서비스, 뷰티/헬스, 여가/문화)으로 구분하였다. 또한 각 소비영역에서 느끼는 부정적 문제 유형별 경험 정도, 각 소비영역에 대한 지각된 중요성 여부 및 만족도를 분석하였다. 분석방법으로는 다중회귀분석 방법과 다중집단 비교 구조방정식 모형을 활용하여 통계적 분석을 실시하였다. 분석결과는 다음과 같다. 첫째, 소비영역에 대한 지각된 중요성은 식소비영역, 뷰티헬스영역, 여가문화영역에서는 만족에 긍정적인 영향을 미친 반면 주소비영역에서는 부정적인 영향을 미치는 것으로 나타났다. 특히 지각된 중요성이 가장 높은 경우만을 분석한 결과 식소비영역, 의료영역, 교통영역, 뷰티/헬스영역, 여가/문화영역과 주소비영역은 중요성이 만족에 영향을 미치는 것으로 나타났다. 둘째, 부정적 문제 경험은 식소비영역, 주소비영역, 의료영역, 통신영역에서 만족에 부정적인 영향을 미치는 것으로 나타났다. 셋째, 부정적 문제 경험이 만족에 미치는 부정적 영향을 주소비영역, 의료영역, 교육영역 및 통신영역의 경우에는 소비자의 지각된 중요도가 상이하게 조절하는 것으로 나타났다. 분석결과를 바탕으로 하여 고객만족 제고를 위한 전략적 방안을 기술하여 놓았다. The majority of prior studies have examined the effect of customers' positive experiences with specific products or services on marketing performance. This study, in contrast, examines the effects of negative experiences on consumer satisfaction in each consumption domain by consumer perspective. This study also analyzed the impact of experience on satisfaction with respect to the perceived importance of each consumption domain. The "2015 Consumption Life Indicators in Korea" is used to measure negative experiences (for each negative problem experienced by consumers in each consumption domain) with respect to consumption domain (clothing, food, home appliances, education, medical care, tele-com/communication, vehicle, congratulatory services, beauty/health, leasure/culture) and the importance of consumers' perceived importance for each consumption domain. Statistical analysis was performed using (multiple) regression analysis and multi-group comparisons based on a structural equation model. The results of the analysis are as follows. First, the perceived importance of the consumption domain significantly affects satisfaction in the four consumption domains. Specifically, perceived importance positively influences satisfaction with food, beauty/health, and leisure/culture domain, and negatively influenced satisfaction in the home appliance domain. Additionally, in the case of the most important consumption domain consumer chose. it has also been found that satisfaction in domains such as food, medical care, vehicle, beauty/health, leisure/culture are positively influenced by perceived importance. Second, negative consumption experiences negatively affect satisfaction in the four consumption domains of food, home appliance, medical care, and tele-com/communication. Third, perceived importance of the consumption domain partially affects the impact of negative experience on satisfaction. In particular, within the medical, home appliance, and education domains, those who perceive the three consumption domains important and have had a negative experience in those domains feel more strongly negative about them. Within the tele-com/communication domain, consumers who perceive the domain as not important and have a negative experience feel strongly negative about the domain. Based on these conclusions, a strategic plan for improving customer satisfaction has been derived.

ESG 중요성 인식에 따른 기업의 혁신전략에 관한 연구

정성광,최미리 한국경영컨설팅학회 2024 경영컨설팅연구 Vol.24 No.1

기업에게 있어서의 혁신은 매우 중요한 의미를 지니고 있다. 일반적으로 혁신을 기업의 성장과 성공을 위한 추진력으로 혁신을 이루지 못할 경우에는 기업에 있어서 매우 위험한 상황으로 판단할 수 있다. 한편 ESG는 환경(Environment), 사회(Social), 지배구조(Governance)를 일컫는 개념으로 ESG 평가지수가 높은 기업의 경우에는 ESG 평가지수가 낮은 기업에 비해 지속 가능한 성장을 이룰 가능성이 높다고 예상할 수 있다이에 본 연구는 기업의 경영혁신(조직구조혁신, 인적자원혁신)과 기술혁신(제품혁신, 공정혁신)이 지각된 유용성과 기업이미지에 어떠한 영향을 미치는지 살펴보고자 한다. 또한 경영혁신(조직구조혁신, 인적자원혁신), 기술혁신(제품혁신, 공정혁신) 및 지각된 유용성의 관계에서 ESG 중요성 인식에 따라 어떻게 달라지는지 알아보고자 하였다. 이에 본 연구의 결과는 다음과 같다. 첫째, 기업 혁신의 유용성에 영향을 미치는 요인은 경영(인적자원, 조직구조)혁신 및 기술(제품, 공정)혁신으로 밝혀졌다. 둘째, 기업의 지각된 유용성은 기업이미지에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 기업의 혁신과 지각된 유용성의 관계는 기업이해자들의 ESG 중요성인식(고, 저)에 따라 부분적으로 차이가 있는 것으로 확인되었다. 보다 구체적으로 인적자원혁신 및 공정혁신의 경우 ESG중요성을 높게 인식하는 기업일 경우 혁신에 대한 지각된 유용성이 더 높게 나타났다. 한편 연구결론에는 본 연구결과의 요약 및 마케팅적 시사점과 본 연구의 한계점 및 향후 연구방향에 대해 제시하였다. Innovation for companies is very important. If innovation is not achieved as a driving force for a company's growth and success, it can be considered a very dangerous situation for the company. Meanwhile, ESG is a concept of Environment, Social, and Governance, and companies with a high ESG evaluation index are more likely to achieve sustainable growth than companies with a low ESG evaluation index. This study analyzed how a company's management innovation (organizational structure innovation, human resource innovation) and technological innovation (product innovation, process innovation) affect perceived usefulness and corporate image. This study also analyzed the moderating effect of awareness of ESG importance in the relationship between management innovation (organizational structure innovation, human resource innovation), technological innovation (product innovation, process innovation), and perceived usefulness. Therefore, the results of this study are as follows. First, the factors affecting the perceived usefulness of corporate innovation were found to be management (human resources, organizational structure) innovation and technology (product, process) innovation. Second, the perceived usefulness of a company was found to have a positive effect on its corporate image. Third, the relationship between corporate innovation and perceived usefulness had a partial moderating effect depending on corporate stakeholders' awareness of the importance of ESG (high, low). Specifically, in the case of human resource innovation and process innovation, the perceived usefulness of innovation was higher for companies that highly recognized the importance of ESG. In the research conclusion, a summary and implications of the results of this study, limitations of the study, and future research directions were presented.

2009 개정 음악과 교육과정 국악개념에 대한 교사의 이해 및 중요도 인식 조사

김희숙 한국음악교육공학회 2013 음악교육공학 Vol.- No.16

The purpose of this study is to analyze the level of understanding of traditional Korean music in the music curriculum and conduct critical analysis of the curriculum. This study investigates the correlation between both and uses the outcome to revise the music educational curriculum and also has future uses for preliminary data. The results related to the understanding of the concept found a higher understanding of Goodgari Jandan and Sigimsae, but a lower understanding of Kinjajin Hyungsik and Hanbae. The significant differences found with the Sigimsae lay in gender comparison. There are also significant differences in age comparison with the Sigimsa and Hanbae. Results from critical analysis show that teachers consider Goodgari Jandan, Sigimsa, and Jungjung Mori Jandan as important concepts. In contrast, Kinjajin Hyungsik and Hanbae are not considered as important. In gender as well as age analysis, the majority of concepts showed significantly different. The relationship between teachers' higher understanding of the concept of Korean traditional music and perceived importance of the concepts shows that it is correlated based on the results of the whole mean comparison. The test results from male participants show that except for Hanbae all the concepts are highly correlated. However, research shows there is a lower correlation for female participants. The study shows that there is a lower correlation for teachers who have under 10 years of teaching experience, but higher correlation for teachers who have more than 10 years of teaching experience. In short, the level of understanding the concepts of Korean traditional music is directly related to the perceived importance of each concept. Therefore, this study states that improvements must be made in the levels of teachers' understanding of the concepts of traditional Korean music. 본 연구는 교사들의 음악과 교육과정 국악개념 이해 수준과 중요도 분석 및 양자의 상관관계를 분석하여 음악과 교육과정 편성의 기초 자료로 활용하는 데 목적이 있다. 개념 이해도 분석 결과 굿거리 장단과 시김새 이해도는 높으며, 긴자진형식과 한배의 이해도는 낮았다. 남녀별 비교에서는 시김새가, 연령별 비교에서는 시김새와 한배가 유의미한 차이를 나타냈다. 중요도 분석결과 교사들은 굿거리장단, 시김새, 중중모리장단을 중요하게 생각하였으며, 긴자진형식과 한배의 개념을 중요하지 않다고 생각하였다. 남녀별 분석 및 연령별 분석에서 대부분의 개념이 유의미한 차이를 보였다. 개념 이해가 높은 교사가 개념을 중요하게 생각하고 있느냐에 대한 상관관계 분석 결과 전체 평균 비교에서 상관관계가 있는 것으로 나타났다. 남자의 경우 한배를 제외하고는 모든 개념의 상관관계가 높았으며, 여자는 낮았다. 10년 미만 교사는 상관관계가 낮았으며, 10년 이상의 교사는 상관관계가 높았다. 그러므로 교사의 이해 수준에 따라 개념을 중요하게 생각하고 있는 정도가 달랐으므로 국악 개념에 대한 교사의 이해 수준을 높일 수 있는 방안이 강구되어야겠다.

병행수입품에 대한 통관인증표지의 효과에 관한 연구

김소연(So-Yean Kim) 한국관세학회 2015 관세학회지 Vol.16 No.2

In Korea, parallel import was legalized in 1995 to stimulate competition in the imported goods market between parallel importers and authorized or exclusive importers. However, consumers’ anxieties over purchasing parallel imports prevailed as the lack of accurate information about the importing process made it difficult for consumers to verify the authenticity of the imported goods. This information gap shrank the market, inflicting losses on both consumers and parallel importers. In 2012, the Korea Customs Service introduced the Quick Response (QR) code - “Customs Certification Label for Parallel Imports” - to inform that the goods were legally cleared from customs. This system aims to create a sound market environment for parallel imports by exchanging customs clearance information with consumers. The new system presents an important issue for researchers as it can change consumers’ perception towards parallel imported goods. This research investigates whether the customs clearance label changes consumers’ perception and purchase intention towards parallel imports. The results show that the clearance label decreases consumers’ perceived risks and anticipated regrets. Interestingly, the label also enhances consumers’ perceived benefits towards parallel import. Consequently, it increases consumers purchase intention for parallel imports.

Three Models for Persuasive Effects of Source Expertise: The Heuristic Cue Model, the Evidence Model, and the Moderator Model

정성은,Christopher J. Carpenter,Haejung Shin,Wonji Lee 한국언론학회 2020 Asian Communication Research Vol.17 No.1

Three models for the effect of source expertise on attitude change, the heuristic cue model, the evidence model, and the moderator model, were identified and tested. To test predictions based on those models, the effect of source expertise on attitude change and on perceived message-effectiveness were examined with different numbers of supporting arguments and different levels of task importance. The main findings of two studies (total N = 342) are that for low task-importance, as the number of supporting arguments increased, perceived message-effectiveness increased then stabilized, and for high task-importance, as the number of supporting arguments increased, the difference in perceived message-effectiveness between high and low source expertise increased. The evidence model and the moderator model received support.

Psychological Effects of Fictional Elements in a Presidential Debate on the Perceived Issue Importance

임종섭,이창환 국민대학교 사회과학연구소 2018 社會科學硏究 Vol.30 No.2

This study investigates how fictional elements in a presidential debate changes young people’s perception of important issues. Fictional elements included fictional candidates’ names and voices with messages being identical between fictional and real debate conditions. The experiment, using college students as subjects, shows that the exposure to fictional and real presidential debates leads to an increase in the level of importance accorded to issues by young people, thereby contributing to the formation of political perceptions. In particular, negative emotions aroused by the debate decrease the perceived importance of solutions to Iranian nuclear problems, terrorist attacks on the United States, and US-Russian relationships. The more they distrust the Democratic presidential candidate, the more they perceive the issues as important. On the other hand, the need for orientation and debate knowledge do not predict the perceived importance of issues. These findings indicate that simple fictional elements in a presidential debate changes young people’s perception of issue importance as compared with real ones.

브랜드 보호효과(Shielding Effects)와 국가 이미지 차원 속성중요도 연구 : 제조국에 따른 지각된 품질에 대한 확장연구

최규영;신건철 경희대학교 산업관계연구소 2011 産硏論叢 Vol.36 No.-

사회의 많은 다국적 기업(Multi-National Company; MNC)들이 세계를 상대로 제품과 브랜드를 판매하는 지금, 소비자들은 한 브랜드나 제품에 관하여 여러 가지 국가 이미지를 떠올릴 수 있게 되었다. 특히 손쉽게 소비자에게 지각되는 제조국 표기(Made-in Label)는 강력한 국가 이미지 인지/연상 요인으로 작용한다. 소비자는 객관적으로 평가되는 제품의 본연의 가치와는 다르게 본인들이 생각하는 품질과 위험 등을 가지고 제품에 대하여 주관적으로 판단하며, 또한 각각의 제품을 평가하는데 있어서의 각자의 속성 평가 기준과 중요도를 중심으로 제품을 평가한다. 또한 소비자는 정보의 처리를 할 때, 정보(브랜드명, 제조국명, etc)에 대한 접근성(Accessibility)과 진단성(Diagnosticity)에 따라 반응하고 응답하는 결과가 달라진다 는 것을 바탕으로 연구를 진행하였다. 따라서 본 연구는 선행연구를 통해 확인된 핵심 중요속성 3가지를 중심으로 속성 중요도(Importance-weight)를 측정해 브랜드와 제조국 두 변수 간에 영향력과 집단 간에 차이를 연구하였다. 또한 단일차원의 국가이미지보다 다차원적 국가이미지에 대한 연구가 진행되어오고 있으며, 이는 국가 이미지에 대한 소비자가 느끼는 중요도 또한 차이를 가질 것이라는 부분에 초점을 두어 집단 간에 속성 중요도에 대한 차이검정을 실시하였다. 연구 결과는 제조원산지와 브랜드 간에 주효과와 상호작용효과 모두 유의하게 나왔으며, 결과론적으로 소비자에게 품질 및 명성이 높다고 판단된 브랜드는 제조국의 부정적인 원산지 효과의 영향력이 상대적으로 줄어들거나 혹은 없어진다는 결론을 도출해 내었다. 두 번째로 Jo(2003)에 의한 선행연구에서 비춰졌었던 속성 중요도에 대한 평가에 있어서 상당히 다른 결과를 도출해 낼 수 있었는데, 이는 연구의 시기적 배경과 지역적 특성, 산업의 차이 및 대중의 관심도 등의 차이로 인한 속성의 차이검정이 다른 결과를 내었다고 추측해볼 수 있다. 또한 소비자의 지적 능력 및 제품 및 브랜드에 대한 정보의 차이가 전혀 다른 결과를 내었다고 볼 수 있다. 과거(2003년)에 브랜드에 대한 맹목적 신장과 무차별적 구매와는 다르게 현대의 현명한(smart)소비자가 단지 브랜드명이나 제조국에 따라 평가하지만은 않는다는 것을 보여주는 작은 부분이다. 결론적으로 말해, 정보통합이론(Information Integration Theory)를 통하여 정보를 분리하여 복합적인 정보처리 절차를 거쳐서 제품을 평가한다는 것을 확인하였으며, 여러 가지 속성을 차등을 두어 평가한다는 것 또한 알 수 있었다. 마지막으로 우리의 새로운 실험적 시도에 의해 이차원적 국가 이미지를 통한 평가에 있어 소비자가 지각하는 중요도의 차이를 확인하였다. Multi National Companies (MNCs) are increasing sales of their brands and products globally. Firms have been expanding manufacturing facilities and product lines worldwide to reduce labor costs and to maintain price competitive advantages. When given a product or brand, consumers are able to evoke specific images with at least more than two country images through the brand origin country and manufactured country. Especially, ‘Made-in Label’ on products can act as an important stimulation cue of manufactured country image. Even though there are objective estimates or information of products from expert and/or assessment by organization, consumers have their own subjective criteria for estimating importance-weights. This study investigates the difference of perceived quality between groups by allocating experimental design for brand and manufactured country. In addition, how consumers distribute their importance-weight for attributes of products differently. Up to current research, the use of bi-dimensional perspectives of country image has been studied more compared to uni-dimensional perspective. Therefore, customers have different importance-weight for country images (Macro and Micro image). Overall, the three types of studies were demonstrated in this article. The result of this study showed significant effect between brand origin and manufactured country in the main effect and interaction effect. Although perception of the original brand quality is high, consumer’s perception of quality can be relatively lower compared to the original brand quality due to the products produced in low manufactured country which is referred to discounting effect. Secondly, we predicted similar results from past studies but have different outcomes. It may be partially due to product category involvement and the difference in time of respondents and respondents’ knowledge and information about brand and products. In addition, consumers are “smarter” buyers who are not only influenced by brand names and advertisements. Finally, in the bi-dimensional perspectives, we took results that differ in the importance-weights in country image dimension according to two variables: brand origin and manufactured country image. According to the Information Integration Theory, consumers can speculate and evaluate information separately but ultimately aggregate all the information. We revealed how consumers allocate importance-weight for bi-dimensional country image's attributes, the differences from <study2>'s result were displayed by our new trial in consumers' perception.

지각된 수출업자의 보상 능력이 호혜 및 거래성과 인식에 미치는 영향에 관한 연구

유병희(Byung-Hee Yu) 한국무역연구원 2018 무역연구 Vol.14 No.1

Reciprocity in the importer-exporter relationship is one of the crucial factors of international business success towards maintaining successful longterm relationships. The purpose of this study is to investigate a possible antecedent of reciprocity, namely, importers’ perception of foreign exporter’s ability to reward. In this study, importers’ perception of foreign exporter’s ability to reward was hypothesized to be affected by satisfaction with the social and economic aspects of the relationship, and with perceived similarity. It was also hypothesized that importers’ perception of foreign exporter’s ability to reward increases reciprocity magnitude and decreases reciprocity asymmetry. Finally, it was postulated that reciprocity magnitude increases perceived performance outcomes, while reciprocity asymmetry decreases it. The research model was tested with a sample of 200 purchasing managers of industrial products from companies located in the U.S. The results showed that all the hypotheses were supported. Theoretical and managerial implications of this study are likewise discussed.

의복불평행동모형구성과 관련변수에 관한 연구

홍금희 한국의류학회 1999 한국의류학회지 Vol.23 No.2

This paper presents a conceptual model of the clothing complaining behavior process, following dissatisfaction in a retail environment, and influence of relevant variables. The data were collected 250 male and 358 female consumers by questionnaire employing critical incident technique. Given dissatisfaction with clothing, the complaining behavior undertaken will be largely dependent on product importance, the likelihood of success, one s attitude toward complaining, and demorgraphic variables. Through empirical research, the clothing complaining behavior was dependent on the likelihood of success, sex, dimension of complaining cost and product importance. Brand satisfaction was affected by only perceived justice. And repurchasing behavior was dependent upon brand satisfaction, education, product importance and income.