Earticle

본연구의 목적은 잘트만의 은유추출기법(ZMET)을 활용해 담배 흡연과 관련된 시각적 이미지에 대한 조사대상자들의 공유개념도(consensus map)를 도출하는 것이다. 특히, 심층인터뷰를 통해 조사대상자들의 은유를 유도하여 심리구조의 연관관계를 파악함으로써 향후 효과적인 금연광고 및 홍보 캠페인 수행시 시사점을 얻는데 있다. 연구결과 조사대상자는 흡연자나 비흡연자에 관계없이 담배에 대해 피상적으로 생각하는 것 보다 훨씬 복잡하고 상호 연관된 심리적 구성을 갖고 있는 것으로 나타났다. 특히, 일반적인 예상과 달리 조사대상자들은 흡연 여부에 상관 없이 담배에 대해 부정적 측면 이상으로 긍정적인 측면을 많이 공유하고 있다는 점을 파악할 수 있었다. 비흡연자 조차로 흡연은 개인에게 주는 피해 못지 않게 궁극적으로 삶의 질과 연계시켜 담배의 긍정적인 측면을 인식하고 있다는 것이 강하게 드러났다. 또 기존의 정량적 분석에서 도출됐던 추론들과 차이가 나는 시사점들을 찾을 수 있었다. 따라서 향후 금연광고전개하는데 있어서 이러한 측면들을 충분히 고려한 접근이 필요하다.

Researchers and policy makers must understand the perceived personal relevance of the product and policy from the consumers' and targets' perspective. They must comprehend the cognitive structures or mental models that underlie consumers' and targets' thoughts and feelings. The purpose of this study is to gain consumer's inherent thoughts of a cigarette or smoking by first eliciting and then mapping their knowledge structures through personal interviews centered on visual images with application of the ZMET (Zaltman metaphor-elicitation technique). This study provides the illustrations of a collective cognitive map for both smokers and non-smokers. It also provides a description of how the knowledge structures are grouped around important meaning themes that motivate a person's involvement with cigarette smoking. Regarding cigarette smoking, the result unveils that the smokers and non-smokers have mixed, complicated and inter-connected cognitive and mental structures. Especially, even both non-smokers and smokers share some consensus on advantages of cigarette smoking, in terms of the quality of life, which is different from what the public health community has thought. Based on the results, both theoretical and practical implications for motivation of smoking behavior and anti-smoking ad and policy are discussed.

Customer reviews for wireless earbuds were collected and preprocessed using Playwright and Requests-HTML libraries, ensuring high-quality and relevant data. This paper introduces sentiments associated with these aspects were identified using Recurrent Neural Networks (RNNs) and Bidirectional Encoder Representations from Transformers (BERT) enhanced with attention mechanisms, which helped focus on the most relevant text segments. The models were integrated using ensemble methods, specifically Voting+BERT and Bagging+BERT, to improve accuracy and robustness. The Bagging+BERT model achieved the best performance, with an accuracy of 89.9 %, outperforming traditional machine learning models like Bayesian and logistic regression by 9.6 % and 8.7 %, respectively.

This paper investigates Korean drama viewing motivation's impact on Chinese consumers' cosmetics purchase intention using PLS-SEM with 458 valid responses. Five motivation dimensions (Cultural Curiosity, Drama Appeal, Cultural Proximity, Interpersonal Influence, Viewing Habits) were examined through two mediating variables: Korean Cultural Affinity and Korean Visitation Intention. All twelve hypotheses were significant. Cultural Curiosity demonstrated the strongest effect on Korean Cultural Affinity (β = 0.318), while Interpersonal Influence most impacted Korean Visitation Intention (β = 0.400). Notably, Korean Cultural Affinity exhibited greater influence on purchase intention (β = 0.501) than Korean Visitation Intention (β = 0.256), revealing that cultural connection supersedes travel interest in driving cosmetics consumption. The model achieved 49.5% explanatory power for purchase intention variance. This research fills a gap by identifying specific consumption mechanisms beyond general Korean Wave influence offering strategic insights for Korean cosmetics brands targeting Chinese markets.

This study used importance-performance analysis of different attributes of Bulgogi to investigate Americans' interest in this food. The results of this study will help determine the potential of expanding its consumption in the American foodservice market. Questionnaires were distributed to 200 diners in Korean restaurants located in New York, U.S.A. from July 13 to Oct 8, 2009. A total of 172 copies were returned and analyzed in this study. Statistical analyses were conducted using SPSS 17.0. Of the total subjects, 74.4% were already familiar with Bulgogi and 69.2% had at least one experience trying it. Targeting the respondents who had eaten Bulgogi, preference and satisfaction toward the dish, as well as the intention to repurchase and recommend it to others, were examined, and scores were found to be very high at 4.53, 4.46, 4.26, and 4.47 points, respectively, on a 5-point scale. According to importance-performance analysis, the top five Bulgogi attributes in importance were taste, freshness, flavor, tenderness, and juiciness, and those for performance were freshness, flavor, taste, tenderness, and overall acceptability. However, sweetness and saltiness showed relatively lower performance and ease of purchase was noted as an attribute needing improvement. Therefore, American consumers' needs for Bulgogi should be met by enhancing its flavor, while maintaining the traditional taste, as well as by supplementing the channels providing Bulgogi.

This study investigates how visual appearance of pork cuts affects consumer preference. Images of pork belly, Boston butt, and loin were chosen on the basis of visible fattiness and used to analyze consumers’ perception of the appearance of each pork cut. Meat color and visible fat proportion of images of pork cuts were analyzed by the researchers before conducting the survey. A total of 211 pork eaters evaluated the pork cuts based on appearance (lightness of color, redness, visible fat proportion, and fat distribution), preferability, and overall acceptability. Also, muscle pieces from different pork cuts were taken and the relative area composition of muscle fibers was measured. Based on survey results, correlation between visual traits and preferences of each pork cut was analyzed. The survey results showed that preferred pork appearance varied as per each individual’s favorite pork cut. Also, the respondents evaluated visual characteristics and preference for each pork cut differently possibly due to the different visual characteristics of each cut. Correlation analysis between visual traits and preference indicated that overall acceptability of pork cuts was mainly influenced by fat preference, followed by color preference. Fat and color preferences for each pork cut were affected by various visual attributes including redness, lightness of color, visible fat proportion, and fat distribution, but their effects were considerably varied among different pork cuts. Thus, Korean consumers perceived and assessed pork appearance using various quality cues but the evaluation depended on which cut was being observed.

The research in the literature review on Internet of Things (IoT) adoption from an individual consumer viewpoint is minimal and has not yet been fully investigated. Therefore, the objectives of this study are to analyze the growth of IoT in recent years and to conduct a weight analysis of the factors that affect acceptance intentions and real usage of IoT-enabled services. For the review, we analyzed 87 publications from 13 conferences and 54 journals published during the period 2014-2020 about consumer adoption of IoT. Following the study, we discovered an unprecedented increase in the number of articles published in the last seven years, which points to an emerging area with an enormous prospect. Furthermore, the weight analysis outcome was associated with the diagrammatic representation in this study. After that, this research developed a generalized consumer IoT adoption model based on the 12 best predictors derived from frequency count and weight analysis, which had the highest predictive power for calculating IoT adoption. This paper further acknowledges the study's theoretical and practical contributions, as well as its shortcomings, and proposes further research directions for future researchers.

This study investigated the correlation between the uses motivation of social media (SNS) and the social presence. The study result shows that there are considerably high statistical significant correlations between trust and interactivity, trust and social relationship, convenience and interactivity, convenience and social relationship, usefulness and interactivity, and usefulness and social relationship. Also, there is a few statistically significant correlations between convenience and social ethicality and usefulness and social ethicality. That is, the uses motivation of SNS can affect the formation of the social presence. The regression results in this study suggest practical implications. Among the uses motivation of SNS, trust and convenience affected the attitudes toward the brand (AB), the attitudes toward the product (AP), and purchase intention (PI). Also, of the three factors of social presence, only interactivity affected AB, AP, and PI. This study suggests its theoretical significance in that it investigated the fact that the strategic communications needs to be developed to enhance the social presence since there is a correlation between the uses motivation of SNS and social presence. From practical perspective, this study is expected to provide the useful guideline for brand marketer trying to develop communication strategies using SNS.

목적: 본 연구는 소비자를 오인하게 할 우려가 있어 한국 식품의약품안전처에 적발된 기능성화장품 광고를 분석하였다. 기능화성장 품에 대한 표시광고법 위반으로 적발된 141개 광고를 분석하여 소비자 오인의 내용을 밝히고 개선방안을 논의하고자 하였다. 방법: 분석 대상 자료는 한국 식품의약품 안전처에 광고위반으로 적발된 출판광고 중 2019년 9월 현재 확인이 가능한 광고 141개이다. 사 례연구 방식을 통해 각 광고의 내용을 기능성화장품에 대한 표시광고법과 비교해 해석하고 문제점을 해석하였다. 결과: 적발된 분 석 대상 광고 중 기초제품이 78.9%를 차지하여 가장 많았다. 기초제품은 문장과 이미지를 사용해 주로 트러블 케어, 피부재생, 안티 에이징, 면역력 강화 등을 주장하면서 의약품인 것처럼 소비자를 오인시키는 것이 많았다. 결론: 의약품과 기능성 화장품을 구분하 는 것은 태생적으로 쉽지 않고 따라서 기능성화장품의 광고위반을 판정하는 것도 그러하다. 그러므로 화장품 광고기준의 조항을 명 확히 하고 위반광고의 내용을 투명하게 공개하며 관련 당사자들을 교육시키는 것이 반드시 필요하다

Purpose: This study analyzed consumer misconception in cosmeceutical advertisements as revealed by the Korean Food and Drug Administration (KFDA). After examining 141 advertisements violating the regulation of unjust indication and advertisement in cosmetics, the key factors and management plan of consumer misconception were discussed. Methods: Data was sampled from advertisements that had been penalized by the Korean Ministry of Food and Drugs Safety for unfair advertising. Each case was interpreted against the regulation of unjust indication and advertisement in cosmetics. Results: Skincare products claimed the highest percentage (78.9%) among other cosmeutical products violating regulations for overstating their effects of care, renewal, antiaging property, reinforcement of immunity, etc. Cosmetic effects of special ingredients were exaggerated by text and imagery that lead to consumer misconception. Conclusion: The distinction between medical and cosmeceutical products and judgment for violations is equivocal. To decrease consumer misconception, the KFDA should make the regulation clause concrete and educate people involved in regularization.

目的: 本研究分析了韩国食品药品监督管理局（KFDA）披露的化妆品广告中的消费者误解。在审查了141条违反 化妆品不当标示和广告规定的广告后，讨论了消费者误解的关键因素和管理方案。方法: 数据是从韩国食品药品 安全部因不当广告而受到处罚的广告中抽取的。每种情况都被解释为违反化妆品中不正当标示和广告的规定。 结果: 护肤产品在其他化妆品中占最高比例（78.9％），这些化妆品违反法规，夸大了其护理，更新，抗衰老特 性，增强免疫力等效果。特殊成分的美容效果被文字和图像夸大，导致消费者误解。结论: 医疗和药妆产品与违 法判决之间的区别是模棱两可的。为了减少对消费者的误解，KFDA应该制定具体的法规条款，并对正规化人员 进行教育。

본 연구는 정보보안 사고라는 고위험 서비스 실패 상황에서 소비자의 귀인 평가가 소비자 분노에 미치는 영향과, 이와 같은 분노가 다양한 부정적 행동으로 어떻게 전이되는지를 실증적으로 규명하고자 하였다. 이를 위해 귀인이론에 근거하여 인과 소재, 기업 통제성, 안정성을 독립변수로 설정하고, 소비자 분노를 정서적 결과변수로 분석하였으며, 나아가 소비자 분노가 불만 행동, 앙심 품기, 부정적 향후 이용 의도에 미치는 영향을 각각 검증하였다. 본 연구의 자료 수집은 2025년 12월 22일부터 2026년 1월 9일 까지 구글 설문지(Google Survey)를 통하여 웹 설문에 참여하게 하는 방식을 취하였다. 본 연구는 A사의 개인정보 유출사건을 구체적 자극으로 제시한 뒤, 이를 전제로 한 설문지를 구성하였다. 이를 통해 이를 통해 응답자들이 동일한 사건을 전제로 평가할 수 있도록 상황을 통제하였다. 분석 결과, 인과 소재, 기업 통제성, 안정성의 세 차원 모두 소비자 분노에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한 소비자 분노와 부정적 행동의 관계를 살펴본 결과, 분노는 불만 행동, 앙심 품기, 부정적 향후 이용에 모두 유의한 정(+)의 영향을 미치는 것으로 나타났다. 분노 수준이 높은 소비자일수록 제3자에게 불만을 제기하거나, 주변 지인에게 부정적 경험을 공유하고, 기업 이용을 말리려는 불만 행동에 더 적극적으로 나섰다. 또한 또한 분노가 클수록 기업을 쉽게 용서하지 못하고 장기간 원한과 부정적 감정을 유지하는 앙심 품기 경향이 높아졌다. 나아가 분노 수준이 높을수록 해당 기업과의 거래를 중단하거나 이용 빈도를 줄이고, 대체 서비스를 찾으려는 부정적 향후 이용 의도가 강해지는 것으로 나타났다. 본 연구는 개인정보 유출과 같은 정보보안 사고에 귀인이론을 적용하여 그 설명력을 검증하였다. 분노의 결과를 불만 행동, 앙심 품기, 부정적 향후 이용이라는 서로 다른 시간적·행동적 차원을 가진 세 유형의 부정적 행동으로 구분하여 각각 검증함으로써, 분노가 단기적이며 외현적 반응(불만 제기, 부정적 구전)뿐 아니라 장기적 정서 잔존과 관계 단절(앙심, 이탈·불매)으로까지 이어지는 다층적 메커니즘을 제시하였다. 본 연구는 정보보안 사고라는 구체적 맥락에서 귀인과 분노, 그리고 분노 이후의 행동 반응을 통합적으로 살펴보았다는 점에서 이론적·실무적 의의를 지닌다.

Purpose : This study empirically investigates how consumers’ attributional evaluations influence consumer anger in the context of a high-risk service failure—specifically, an information security breach—and how such anger subsequently translates into various negative behavioral responses. Drawing on Attribution Theory, this study conceptualizes locus of causality, corporate controllability, and stability as independent variables, and consumer anger as an emotional outcome variable. Furthermore, it examines how anger affects three distinct consumer responses: complaint behavior, grudge-holding, and negative future usage intention. Research design, data, methodology : Data were collected through an online survey administered via Google Forms from December 22, 2025, to January 9, 2026. The study presented a real-world data breach incident by Company A as a stimulus and developed a questionnaire based on this scenario, thereby ensuring that all respondents evaluated the same event under controlled conditions. Results : The analysis revealed that all three attributional dimensions—locus of causality, corporate controllability, and stability—had significant positive effects on consumer anger. In turn, consumer anger was found to have significant positive effects on complaint behavior, resentment, and negative future usage. Findings indicate that consumers with higher levels of anger were more likely to complain to third parties, share negative experiences with others, and discourage continued service use. Moreover, stronger anger led to increased tendencies to harbor resentment, maintaining long-term negative feelings toward the company. Additionally, highly angry consumers were more inclined to discontinue transactions, reduce usage frequency, or switch to alternative services. Conclusions : By applying Attribution Theory to the context of information security incidents, this study verifies the theory’s explanatory power. It distinguishes three types of negative behaviors— complaint behavior, resentment, and negative future usage—which differ across temporal and behavioral dimensions, thereby demonstrating a multilayered mechanism through which anger extends from short-term, overt reactions (e.g., complaints, negative word-of-mouth) to long-term emotional persistence and relationship termination (e.g., grudge-holding, switching, boycott intentions). The study thus offers both theoretical and practical implications by providing a comprehensive understanding of attribution, anger, and post-anger behavioral responses within the context of information security failures.

Background/Objectives: The purpose of this study is to compare and analyze the differences between producers and experts based on consumers' perceptions of GM agricultural products. Methods/Statistical analysis: To this end, we analyzed how consumers, producers, and experts' perceptions differ with group-specific comparative analysis data on genetically modified agricultural products previously investigated. Findings: As a result of the analysis, it was found that consumers thought genetically modified agricultural products and foods were generally harmful to the human body compared to producers and experts, and fear was also great. When analyzing consumers' perception of whether a genetically modified food labeling system is needed through additional analysis, consumers think it should be marked on the product through a genetically modified food labeling system, but they usually purchase it without checking whether it is marked. Improvements/Applications: Through comparative analysis of consumer perception, a strategic plan for changing consumer perception was proposed along with institutional supplementation of the genetic modification labeling system in the future.

본 연구는 외국인 유학생을 대상으로 인구통계적 변수에 따른 소비자재무역량의 차이를 분석 하였고, 금융소비자교육 수강여부에 따른 소비자재무역량의 수준의 차이를 살펴보았다. 본 연 구는 2년 이상 한국에서 거주 중인 서울·경기·대전 소재의 3개 대학교의 외국인 유학생을 대상 으로 한다. 본 연구를 위한 설문 조사는 2021년 6월 7일 부터 6월 18일까지 구글서베이를 통해 온라인설문조사를 실시하였다. 본 연구의 결과를 요약 정리하면 다음과 같다. 첫째, 외국인 유학생의 인구통계적 특성에 따라 소비자재무역량(지식)의 6개의 설문 문항의 정답률에는 어떠한 차이가 있는지를 검증하기 위 해 교차분석을 실시한 결과, 재무설계 역량 측면에서는 공통적으로 출생연도와 월 평균 소비 액, 금융소비자교육 수강여부에 따라 정답률의 차이가 나타났다. 둘째, 인구통계적 변수와 금융소비자교육 수강여부에 따른 소비자재무역량(태도) 중 재무설계 와 재무관리 역량의 차이를 분석한 결과, 공통적으로 외국인 유학생의 국적, 출생연도, 월 평균 소비액에 따라 통계적으로 유의한 차이가 나타났다. 더욱이 공통적으로 금융소비자교육을 수 강한 집단과 수강하지 않은 집단과는 소비자재무역량(태도)부분의 재무설계와 재무관리에서 통계적으로 유의한 차이가 나타났다. 셋째, 인구통계적 변수와 금융소비자교육 수강여부에 따른 소비자재무역량(실천) 중 재무설계 와 재무관리 역량의 차이를 분석한 결과, 공통적으로 월 평균 소비액에 따라 통계적으로 유의 한 차이가 나타났다. 한편, 금융소비자교육을 수강한 집단이 금융소비자교육을 수강하지 않은 집단보다 소비자재무역량(실천) 부분의 재무설계에 대한 인식수준이 높았지만, 금융소비자교 육을 수강한 집단과 수강하지 않은 집단과는 소비자재무역량(실천) 가운데 재무관리 역량에서 통계적으로 유의한 차이가 나타나지 않았다. 본 연구는 재무관리역량을 증진하는데 금융소비자교육에 필요성을 인식시키는데 중요한 기초 자료가 될 수 있을 뿐만 아니라, 외국인 유학생들이 재무역량 강화에 대학교육과정이 적극적 으로 필요하다는 것을 확인할 수 있었다.

Purpose : This study analyzed the difference in consumer financial competency according to demographic variables for international students, and examined the difference in consumer financial competency level according to whether or not they took financial consumer education. Research design, data, methodology : This study is aimed at foreign students from three universities in Seoul, Gyeonggi, and Daejeon who have been living in Korea for more than two years. The survey for this study was conducted online through Google Survey from June 7 to June 18, 2021. The specific analysis method of this study was analyzed using the IBM SPSS statistics 25.0 statistical analysis program. In this study, frequency analysis, reliability analysis, and factor analysis were performed for basic statistical analysis. Results : First, as a result of cross-analysis to verify what difference there is in the percentage of correct answers to the six questionnaire questions on consumer finance competency (knowledge) according to the demographic characteristics of foreign students, in terms of financial design competency, they are common in terms of birth year and monthly average. There was a difference in the percentage of correct answers according to the amount of consumption and whether or not to take financial consumer education. Second, as a result of analyzing the difference in financial planning and financial management competency among consumer finance competency (attitude) according to demographic variables and whether or not to take financial consumer education, it is statistically significant according to the nationality, year of birth and average monthly consumption of foreign students. A significant difference was found. Moreover, there was a statistically significant difference in financial planning and financial management in the consumer financial competency (attitude) part between the group that took financial consumer education and the group that did not take financial consumer education in common. Third, as a result of analyzing the difference in financial planning and financial management competency among consumer finance competency (behavior) according to demographic variables and whether or not to take financial consumer education, statistically significant differences were found according to the average monthly consumption in common. On the other hand, the group that took the financial consumer education had a higher level of awareness about financial planning in the consumer financial competency (behavior) part than the group that did not take the financial consumer education, but did not show a statistically significant difference in financial management competency among consumer finance competency (behavior). Conclusions : This study can serve as an important basic data for recognizing the need for financial consumer education to enhance financial management competency, as well as confirming that international students actively need a university education course to strengthen their financial capabilities.

본 연구에서는 2017년 제품안전정책협의회를 통해 발굴된 비관리 제품 중 예초기안전판, 낫, 톱(톱 날), 차량용 캐리어, 스노우체인, 짐볼, 등산스틱에 대하여 위해도를 분석하고 안전관리 필요성을 분석하였다. 제품 별 국내⋅외 관련 기준 및 사고사례 분석과 델파이 조사를 통하여 제품 별 위해 수준 및 안전관리 필요성을 분석한 후 분석결과에 대하여 외부 전문가 평가, 소비자 및 제조자 등 이해관계자의 의견을 수렴하여 분석결과를 수정 및 보완하여 최종 안전관리 적용 대상 제품을 도출 하였다. 분석 결과, 등산스틱과 짐볼은 안전기준 제정을 통한 안전관리가 필요한 항목으로 도출되었 으며 안전관리 수준의 경우, 짐볼은 안전확인 대상, 등산스틱은 공급자적합성확인 대상으로 관리해 야 되는 것으로 분석되었다. 또한, 장기적인 관점에서 차량용캐리어에 대한 안전관리 필요성과 시험 항목 등에 대한 연구를 순차적으로 진행할 필요가 있는 것으로 판단된다.

This study analyzed the risk level of non-managed products excluded from the Product Safety Certification System (PSCS) in South Korea and suggested the need of those products to be managed by PSCS. It focused on seven products including lawn trimmer, sickle, saw (saw blade), luggage carrier, snow chain, exercising ball, and alpine stick, which were found hazardous by the 1st Multi-ministries Product Safety Policy Council in 2017. The risk and need of safety management for each product were analyzed using domestic and foreign standards, accident case analysis, and Delphi technique. We then modified the analysis results based on the opinions of stakeholders such as external experts, consumers and manufacturers and suggested which products should be included in PSCS. The results showed that an exercising ball and an alpine stick should be included in PSCS to manage the potential risks. Concerning an appropriate level of safety management for those products, an exercising ball should be managed by safety verification system while an alpine stick by supplier guarantee system. Besides, further study is needed for a luggage carrier regarding its need of safety management and testing items from a long-term perspective.

본 연구는 자동차와 화장품 기업의 페이스북 브랜드 팬 페이지로부터 405개 게시물을 수집하여 분석하였다. 화장품과 자동차는 경험재와 탐색재의 대표 제품으로, 경쟁강도가 높은 시장에서 활발하게 SNS 커뮤니케이션 활동을 수행하는 공통점을 가지고 있다. 분석 결과, 텍스트 길이와 제품 유형 간의 주목할 만한 연관성을 발견하였다. 긴 게시물은 특히 경험재의 맥락에서 두드러지며, 텍스트 길이가 소비자 참여 행동(좋아요, 댓글 및 공유)에 미치는 긍정적인 영향이 탐색재보다 경험재에서 두드러졌다. 또한, 탐색재의 게시물에서 이미지 활용이 더 많은 것으로 관찰되었다. 더불어 본 연구에서는 이미지 개수가 소비자 참여 행동에 미치는 영향에 대한 혼재된 결과를 발견하였다. 구체적으로, ‘좋아요’에 대해서는 이미지 개수의 긍정적인 영향이 탐색재에서 두드러진 반면에, ‘댓글 과 공유’에 대해서는 이미지 개수의 긍정적인 영향이 경험재에서 두드러지는 것으로 나타 났다. 본 연구 결과는 SNS 상에서의 소비자 참여 행동을 다양하게 해석함으로써 학문적으 로 의미가 있으며, 소셜 미디어 마케팅 전략을 최적화하려는 기업에게는 실무적 시사점을 제공할 것이다.

The research analyzed a dataset comprising 405 posts from automotive and cosmetics products. The choice of them not only highlights their distinct product types (experience and search goods) but also underscores their shared characteristics, such as operating in highly competitive markets and actively engaging in SNS. The findings highlight the associations between text length and product type. Longer posts were particularly prominent in case of experience goods, and the positive impact of text length on post performance metrics(Likes, Comments, and Shares) was more pronounced for experience goods than search goods. Furthermore, a higher prevalence of images in posts is observed for search goods. However, the study uncovers mixed insights regarding the impact of image quantity on post performance metrics. Specifically, it reveals that for Likes, the positive impact of image quantity is more pronounced for search goods. Conversely, for Comments and Shares, the positive impact of image quantity is more pronounced for experience goods. These findings hold academic significance in elucidating the dynamics of online consumer engagement and offer practical insights for businesses.

본 연구의 목적은 중국소비자들이 자동차 4S 전문점의 A/S 품질에 대한 지각과 만족도를 형성 과정에서 소비자만족도의 매개효과와 전환비용의 조절효과를 검증하는데 두고 있다. 연구가설의 입증을 위해 237개의 표본을 수집하고 이에 대해 구조방정식모형을 통한 경로분석을 실시한다. 실증분석 결과, 첫째, 4S 전문점의 A/S 품질과 소비자 만족도, 소비자 만족도와 충성도 간에 직접적인 정(正)의 인과관계성이 존재하며, 둘째, 이 과정에서 소비자만족도이 이들 정의 관계성에서 매개효과로 작용함을 알 수 있다. 셋째, 전환비용은 조절변수로서 서비스품질과 상호작용하면서 소비자충성도에 영향을 미치는 결과를 입증하였다. 본 연구의 시사점으로서 중국 4S 전문 점은 내재적 전환비용과 연계적 전환비용을 적극적으로 이용할 것과, 내재적 전환비용의 비중을 증대하는 방법을 통해서 소비자의 전 환의도를 약화시키며 자동차서비스제공업체의 경쟁우위를 확보될 수 있을 것이다.

Research increasingly suggests the importance of switching costs in customer retention strategies. The aim of this paper is to examine the mediating effects of consumer satisfaction and the moderating effects of switching costs in the process of Chinese consumers forming satisfaction about service quality of 4S Auto Shop. Samples of this study were distributed to Chinese consumers from May 1 to May 7, 2017. For a total of 239 collected questionnaires. To verify the study hypothesis, path analysis on 237 collected samples is conducted through the structural equation model. The empirical analysis result shows that, firstly, there is a direct positive correlation relationship between service quality of 4S Auto Shop and consumer satisfaction, service quality of 4S Auto Shop and consumer loyalty, as well as between consumer satisfaction and loyalty; secondly, consumer satisfaction acts as a mediator in this process. Thirdly, switching costs was found to have a positive impact on consumer’s loyalty through interaction with service quality as a moderator. In other words, the moderating effect of switching costs on the relationship between relationship service quality of 4S Auto Shop and customer loyalty is significant. This paper implicates that, service providers of 4S auto shops to obtain higher profits, they need to build strong ties with consumers, increase personalization or provide additional services. In other words, consumer loyalty can be strengthened by efforts to maximize associated switching costs rather than inherent switching costs.

본 연구는 20대 소비자를 대상으로 소비자교육 및 소비자참여활동이 CCM(Consumer Centered Management) 인증제도 인지도와 CCM 인증기업 및 인증상품 이미지에 미치는 영향을 실증적으로 분석하였다. 연구 목적은 20대 소비자의 소비자교육 참여와 참여활동 경험이 CCM 제도에 대한 인식 수준 및 기업·상품 이미지 형성에 미치는 영향을 규명하는 데 있다. 분석 자료는 한국소비자원의 ‘2023 소비생활지표’ 중 20대 소비자 1,934명의 데이터를 활용하였다. 주요 변수는 소비자교육 참여 여부, 소비자참여활동 경험, CCM 인증제도 인지도, 인증기업 이미지, 인증상품 이미지로 구성되었다. 분석 결과, 소비자교육 참여 경험이 있는 집단은 CCM 인증기업을 신뢰할 수 있는 기업으로 인식하였다. 이들은 해당 기업이 소비자불만을 사전에 예방하기 위해 노력하고, 문제가 발생했을 때 합리적으로 해결하며, 재발 방지를 위해 개선에 힘쓸 것이라고 평가하였다. 소비자교육 참여 집단은 CCM 인증마크 상품에 대해서도 신뢰할 수 있고 안전하며 품질이 우수하다고 인식하였다. A/S 및 불만 처리 측면에서도 만족도가 높았으며, 타인에게 추천할 만한 상품으로 평가하였다. 소비자단체, 정부, 기업의 소비자 참여활동 경험이 있는 집단은 CCM 인증기업에 대해 신뢰와 긍정적 이미지를 보였다. 이들은 인증기업이 불만을 예방하고 반복되지 않도록 개선하려는 노력을 지속한다고 인식하였다. 그러나 회귀분석 결과, 이러한 소비자참여활동 경험은 기업 이미지에 통계적으로 유의한 영향을 미치지 않았다. 반면, CCM 제도 인지도와 소비자교육 참여 경험은 CCM 인증기업 이미지에 유의미한 영향을 보였다. 또한 CCM 인증상품 이미지 분석에서도 CCM 제도 인지도와 소비자 교육 참여 경험이 긍정적으로 작용하는 결과가 도출되었다. 학력이 높을수록 CCM 인증상품에 대한 긍정적 인식이 강화되는 경향을 보였다. 반면, 소비자참여활동 경험은 상품 이미지에 유의한 영향을 미치지 않았다. 이 결과는 소비자교육이 소비자 중심 경영 실현의 주요 요인으로 작용함을 시사한다. 특히 20대 소비자는 CCM 제도의 미래 확산을 이끌 핵심 세대로 평가된다. 본 연구는 CCM 인증제도의 실효성 제고를 위해 소비자교육과 참여활동의 중요성을 실증적으로 제시하였다. 또한 20대 소비자의 시각에서 소비자 중심 경영의 실천적 전환 방향을 제안하였다는 점에서 의의가 있다.

Purpose : This study aims to examine the effects of consumer education participation and participation-related experiences among consumers in their twenties on their level of awareness of the CCM system and the formation of corporate and product images. Research design, data, methodology : Data from 1,934 consumers in their twenties were drawn from the Korea Consumer Agency’s 2023 Consumer Life Indicators. The key variables included participation in consumer education, experience in consumer participation activities, awareness of the CCM certification system, image of CCM-certified companies, and image of CCM-certified products. Results : Consumers with experience in consumer education perceived CCM-certified companies and products more positively, viewing certified firms as trustworthy and proactive in complaint prevention and resolution, and certified products as reliable, safe, and high quality. Awareness of the CCM system and participation in consumer education had significant positive effects on both corporate and product images, whereas experience in consumer participation activities showed no statistically significant effects. Higher educational attainment was associated with more favorable perceptions of CCM-certified products. These findings highlight consumer education as a key driver of consumer-oriented management, with consumers in their twenties positioned as a crucial generation for the future diffusion of the CCM system. Conclusions : This study empirically demonstrates the importance of consumer education and participation activities in enhancing the effectiveness of the CCM certification system. Furthermore, it is significant in that it proposes practical directions for advancing consumer-oriented management from the perspective of consumers in their twenties.