Earticle

The Purpose of this study is to analyze the effect of LCC's perceived service quality and perceived sacrifice on perceived value and customer loyalty. A total of 205 valid responses were used for Statistical analysis. The results of structural equation analyses which were developed to derive accurate casual relationships showed the evidence for a reasonable level of validity and reliability of this model. The results are as follows. First, LCC's perceived service quality exerted a positive impact on perceived value, indicating significant coefficients of tangibles. On the other hand, reliability, responsiveness, assurance, empathy didn't exert a positive impact on perceived value. Second, perceived sacrifice exerted a negative impact on perceived value. Third, evaluation of perceived value turned out to affect customer loyalty positively. Fourth, perceived value played a role in mediating the relationship between evaluation of tangibles and customer loyalty, perceived sacrifice and customer loyalty. The study suggests marketing strategies are needed to manage perceived value and improve customer loyalty in the airline industry. There must be continuous efforts to meet service quality factors as well.

The purpose of this study is to identify cognitive and emotional factors necessary for Generative AI services to continue to establish themselves in the lives of users beyond simple technical achievements. To this end, based on the value-based acceptance model (VAM), the effects of five service characteristics: personalization, interactivity, contextual cognition, information quality, and learning ease on perceived value and satisfaction through perceived utility and perceived sacrifice were empirically analyzed through a structural equation model. As a result of the analysis, personalization, information quality, and learning ease had a positive effect on perceived utility, but interaction performance and context were not significant. In addition, personalization was found to be a factor that increased perceived sacrifice, and both utility and sacrifice had a positive (+) effect on perceived value, confirming that sacrifice can be perceived as a 'worth investment' rather than a simple cost. Furthermore, perceived value was verified as a key variable that strongly mediates satisfaction. This study expands the technology acceptance model to present a balanced consideration of utility and sacrifice, and provides practical implications for designing customized functions and establishing rate policies for service diffusion.

본 연구는 생성형 인공지능(GAI)의 지각된 가치를 구성하는 지각된 혜택(PB)(유용성, 용이성), 지각된 희 생(PS)(위험성, 비용)이 지각품질(PQ)을 매개로 하여 수용인식(AP)에 미치는 영향을 분석함으로써 효과적인 가치 기반수용모델을 형성하는데 기여하고자 하였다. R기반의 매개효과 분석 결과, 유용성과 용이성은 지각품질을 강화 하고, 이는 최종적으로 수용인식에 긍정적인 영향을 미치는 것으로 나타났다. 특히 PB → PQ → AP 경로가 명 확히 검증되면서 가치 기반 수용모델의 설명력을 강화하였다. 또한, 지각된 희생에서 위험과 비용은 직접적으로 수용인식에 영향을 미치지 않고, 지각품질을 매개로 간접적으로 수용에 영향을 주는 것으로 나타났다. 비용은 직 접 및 간접 경로 모두 유의미했지만, 위험은 간접 경로만 유의미했다. GAI의 성공적인 수용환경을 조성하기 위해 서 서비스품질을 지속적으로 유지하고 향상시키는 것이 매우 중요한 전략임을 알 수 있다.

This study aimed to contribute to the formation of Value Adoption Model(VAM) by analyzing the influence of perceived benefits(PB) (usefulness, ease of use) and perceived sacrifices(PS) (risk, cost) – which constitute the perceived value of Generative Artificial Intelligence(GAI)–on adoption perception(AP), mediated by perceived quality(PQ). The result of mediation effect analysis demonstrate that perceived usefulness and ease of use strengthen PQ, which in turn positively influences AP. This highlights the importance of PQ as a key mediator. Perceived risk and perceived cost impact AP indirectly through PQ rather than directly. While cost showed both direct and indirect effects, risk influenced AP only through PQ. It is clear that continuously maintaining and improving service quality is a crucial strategy for establishing a successful acceptance environment for GAI.

전 세계적으로 컨벤션이 고부가치 산업으로 인정되면서 우리나라에서도 각 지방자치단체에서 컨벤션산업에 대한 투자를 확대하면서 여러 지역에 컨벤션센터가 설립되었지만, 급격한 투자와 확충으로 지역 컨벤션센터에 대한 여러 문제점들을 초래하게 되었다. 이에 컨벤션 참관객을 대상으로 컨벤션센터에 대한 지각된 가치에 대한 연구가 필요하며, 컨벤션센터에서 개최되는 컨벤션 이벤트에 대한 지각된 가치가 동시에 고려되는 연구가 필요한 시점이다. 따라서 본 연구에서는 가치기반이론을 바탕으로 지각된 혜택과 지각된 희생을 통한 컨벤션센터와 컨벤션이벤트에 대한 지각된 가치가 각각 행동의도에 미치는 영향을 통해 지각된 가치의 선행 요인 및 행동에 미치는 영향에 이르는 프로세스에 대해 알아보고자 한다. 연구 결과, 송도컨벤시아 컨벤션센터의 재방문을 이끌기 위해서는 컨벤션센터 자체의 시설뿐만 아니라 주변 환경에 대한 고려가 필요하며, 컨벤션이벤트의 프로그램 내용과 시스템 지원과 같은 혜택은 관람객의 지각된 가치를 통해 이벤트 추천 의도에 영향을 미친다는 것을 검증하였다. 특히, 컨벤션이벤트에 참여하기 위한 시간적, 행동적, 감정적 손실과 같은 희생은 컨벤션이벤트에 대한 지각된 가치에 부정적 영향을 미치며 이는 행동에까지 영향을 준다는 것을 알 수 있었다. 이와 같이, 본 연구는 가치기반이론을 바탕으로 컨벤션센터와 이벤트에 대한 참관객의 지각된 가치에 대한 연구를 통해 컨벤션센터 확장에 대한 상향식 의사결정을 검증하였으며, 컨벤션센터와 이벤트의 지각된 가치가 행동의도에 미치는 영향을 동시에 알아보았다는 의의를 갖고 있다.

This research investigates perceived values of convention center and event to behavioral intentions based on value-based theory. The purposes of this study are that describe anticipates of perceived benefits and sacrifices of both objects, and verify the processes from these anticipated factors to behavioral factors via mediating from perceived value. We find out significant effects of perceived benefits of convention center and events, and perceived sacrifice of convention event. However, perceived sacrifice of convention center is not significant to Songdoconvensia’s perceived value. As these results, we examine mediating effect of perceived value of convention center and event to behavioral intentions.

소비자들의 구매를 통해 제품 가격의 일정 비율을 사회에 기부하는 공익 연계 마케팅(CRM) 에서 소비자들에게 제시되는 기부 수준은 CRM의 성공에 가장 영향을 주는 변수 중 하나 로 알려져 있다. 하지만 CRM에서의 기부 수준 효과를 살펴본 선행연구들은 명확한 결과를 제시 해주고 있지 못하며, 기부 수준 효과의 메커니즘에 대해 살펴보지 않았다. 이에 본 연구에서는 기부 금액이 소비자들에게 혜택과 금전적 희생이라는 상반된 개념으로 인식될 수 있다는 것과 소비자들의 귀인 유형이 이를 조절한다는 것을 살펴보았다. 또한 본 연구에서는 소비자들의 지 각된 금전적 희생을 낮춰 CRM 참여의도를 높일 방안으로 자기 표현적 단서의 영향력을 살펴보 았다. 이를 검증하기 위해 2번의 실험이 진행되었다. 실험 1 결과, 내적 귀인을 하는 소비자들은 기부 금액을 혜택으로 인식하기 때문에 기부 수준이 높을수록 CRM에 긍정적인 참여의도를 보 인 반면, 외적 귀인을 하는 소비자들은 기부 금액을 금전적 희생으로 인식하기 때문에 기부 수준 이 높을수록 부정적인 참여의도를 보이는 것으로 나타났다. 그리고 실험 2 결과, 자기 표현적 단 서가 기부 수준과 소비자 귀인의 상호작용 효과를 희석시키는 것으로 나타났다. 자기 표현적 단 서가 제시될 경우 소비자들은 그들의 귀인 유형과 관계없이 기부 금약을 혜택으로 인식하였으 며, 그 결과 기부 수준이 높을수록 긍정적인 참여의도를 보이는 것으로 나타났다. 마지막으로 본 연구의 학문적, 실무적 시사점에 대해 논의하였다.

The donation level in cause-related marketing (CRM), which donate a certain percentage of product prices to social issues through purchase of consumers, is one of the most influential factors for CRM success. However, previous studies that examined the effect of donation level on CRM did not provide clear results and did not examine the mechanism of donation level effect. In this study, we investigated that donation amount can be perceived as opposite concepts of benefits and monetary sacrifice to consumers, and that the consumer attribution to corporate motives moderate this. Furthermore, we examined the role of self-expressive cues as a way to increase the participation intentions in CRM by lowering the consumers' perceptions of monetary sacrifice. We conducted two studies to test our hypotheses. Study 1 showed that for consumers with internal attribution perceived donation amount as benefits, donation level had a positive effect on participation intentions in CRM, whereas for those with external attribution perceived donation amount as monetary sacrifice, donation level had a negative effect on participation intentions in CRM. And Study 2 showed the self-expressive cues attenuated the interaction effect of donation level and consumer attribution. When self-expressive cues were presented, consumers perceived donation amount as benefits regardless of their attribution type. As a result, donation level had a positive effect on participation intentions in CRM. Finally, we discuss the academic and practical implications of this study.

현재 국내 공항은 스마트공항의 완성단계에 있으며, 본 연구에서는 스마트공항 이용객의 지각된 혜택과 희생이 지각된 가치와 공동가치 제안 의도 그리고 정보공유 의도의 영향 관계에 대해 살펴보았다. 연구를 수 행하기 위해 최근 1년 이내 국내 스마트공항을 이용한 경험이 있는 탑승객을 대상으로 2022년 03월 15일 부터 04월 30일까지 온라인 설문조사를 진행하였다. 총 310부를 대상으로 최종 분석을 수행하였고, SPSS v.23 프로그램을 활용하여 빈도분석, 탐색적 요인분석, 신뢰성 분석하였고, AMOS v.23 프로그램을 활용하 여 확인적 요인분석과 경로분석을 실시하였다. 연구의 결과는 다음과 같다. 첫째, 스마트공항의 지각된 유용 성, 지각된 즐거움, 지각된 기술성, 지각된 비용 모두 지각된 가치에 유의한 영향을 미치는 것으로 나타나 가설 1은 채택되었다. 둘째, 스마트공항의 지각된 가치는 공동가치 제안 의도에 유의한 정(+)의 영향을 미치 는 것으로 나타나 가설 2는 채택되었다. 셋째, 스마트공항의 지각된 가치는 정보공유 의도에 유의한 정(+)의 영향을 미치는 것으로 나타나 가설 3도 채택되었다. 이러한 연구 결과를 바탕으로 스마트공항 운영에 관한 전략적 시사점을 제시하고자 한다.

Currently, domestic airports are in the completion stage of smart airports, and in this study, we examined the relationship between the perceived benefits and perceived sacrifices of smart airport users in perceived value, intention to co-create, and information sharing intention. In order to conduct the study, an online survey was conducted from March 15 to April 30, 2022 for passengers who have experienced using domestic smart airports within the last year. A total of 310 copies were analyzed using SPSS v.23 program for the final analysis: frequency analysis, exploratory factor analysis, and reliability analysis. Besides, the confirmatory factor analysis and path analysis were conducted using AMOS v.23 program. the results of this study are as follows. First, hypothesis 1 was adopted that the perceived usefulness, perceived pleasure, perceived technicality, and perceived cost of smart airports had significant effect on perceived value. second, hypothesis 2 was adopted due to the positive effects of perceived value of smart airports on intention to co-create. Third, hypothesis 3 was adopted as the perceived value of smart airports was found to have a significant positive effect on information sharing intention. Based on these findings, this study suggests strategic implications for smart airport operation.

최근 개별 여행객 수의 증가와 모바일 이용 확산으로 항공사의 직접 판매 비중 및 모바일 애플리케이션 사용 및 판매가 급속하게 성장하고 있다. 본 연구는 항공사 모바일 애플리케이션 사용자의 지각된 가치를 토 대로 지속사용의도를 유도하는 가치기반수용모델을 적용하였으며, 지각된 가치의 선행변수로서 지각된 혜택 과 지각된 희생의 요소를 세분화하여 사용자 관점에서 항공사 모바일 애플리케이션의 영향 관계를 분석하고 자 하였다. 설문조사는 온라인을 통해 항공사 모바일 애플리케이션 사용자 대상 자료를 수집하였다. 수집된 자료는 총 225부로, 사회과학 통계 프로그램인 SPSS 22.0을 사용하여 분석하였다. 분석 방법은 빈도, 확인 적 요인분석, 상관관계분석, 구조방정식모형분석을 실시하였다. 연구 결과에 따르면, 항공사 모바일 애플리 케이션의 지각된 혜택 중 즐거움, 편의성, 신뢰성, 경제성의 요소는 지각된 가치에 유의한 영향을 미쳤으나, 유용성은 유의한 영향을 나타내지 않았다. 지각된 희생 요인 중에서는 재정적 위험이 지각된 가치에 유의한 영향을 미쳤으며, 성과적 위험은 유의한 영향을 나타내지 않았다. 지각된 가치는 항공사 모바일 애플리케이 션의 지속사용의도에 유의한 영향을 미치는 것으로 나타났다. 연구 결과를 바탕으로, 정보와 기술력이 높은 상황에서 항공사 모바일 애플리케이션은 즐거움 영역의 서비스를 강화하고 경쟁력 있는 가격을 제공하여 경 쟁 우위를 확보하는 방안을 모색할 필요가 있다는 결론을 도출할 수 있다.

This study investigates the impact of perceived benefits and sacrifices of airline mobile application users on perceived value and the intention to continue usage. It diverges from previous models by incorporating a value-based adoption model, focusing on customer-perceived value to drive sustained usage intentions. The research disaggregates perceived benefits and sacrifices as antecedents to perceived value, aiming for a comprehensive understanding of their relationships. Data was collected through a survey targeting smartphone users, resulting in 225 responses. Utilizing SPSS 22.0, the analysis involved frequency analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling. Key findings indicate that perceived benefits, specifically convenience, economy, reliability, and enjoyment, significantly influence perceived value. Additionally, financial risk among perceived sacrifices has a noteworthy impact on perceived value. However, factors like usefulness among perceived benefits and performance risk among perceived sacrifices do not significantly affect perceived value. Importantly, perceived value significantly influences the intention to continue usage. Academic implications underscore the importance of analyzing these relationships through the Value-based Adoption Model, contributing substantively to future research. Empirical findings challenge the conventional wisdom by revealing that the utility of airline apps does not significantly influence value, suggesting that these apps should offer more than just basic functionality to stand out in the competitive market. Practical implications emphasize the need for emotional engagement and positive user experiences, indicating that airlines should prioritize unique services and technological advancements. To thrive in the competitive airline ticket market, differentiation through mobile app advantages, such as price guarantees or monetary benefits, is essential.

In this study, we examine the extent to which donation level is perceived as a concept of benefit and monetary sacrifice to consumers, as well as that the extent to which it is moderated by consumer support for cause domains. In addition, we investigate the influence of self-expressive cues as a means of increasing consumers’ intention of participating in cause-related marketing (CRM) by lowering perceived monetary sacrifice. As a result of Study 1, consumers with high-level cause support perceived the donation level as a benefit, resulting in a positive effect on their intentions to participate in CRM. Conversely, consumers with low-level support perceived the donation level as monetary sacrifice. Thus, donation level had a negative effect on their participation intentions. Study 2 showed that self-expressive cues dilute the interaction effect of donation levels and consumer support. We conclude by discussing the academic and practical implications of this study.

Due to the continuous development of the internet environment, and the advancement and popularization of the mobile phone, travel product channels used by tourists have become very diverse. Also, online purchases and reservations are increasing through various online travel agencies (OTAs). This study aimed to investigate the characteristics of OTAs used by travel buyers. The characteristics of OTAs were classified into five categories: useful information, discounted price, convenience, membership benefit, and enjoyment, while financial and performance risks were used as factors of sacrifice by using value-based adoption model (VAM). The impact of these variables on the perceived value of OTA customers and the relationship between brand trust and reuse intention were identified. For a related empirical analysis, an online survey was conducted with a total of 341 customers who had used an OTA. Four of the five perceived benefit factors (useful information, discounted prices, convenience and enjoyment) were found to affect perceived value. Among them, our results suggest that 'useful information' and 'enjoyment' factors have a significant impact, while 'member benefit' and two perceived sacrifice' factors do not significantly affect the perceived value of OTA. We also verified the relationship among perceived value, brand trust and reuse intention. Based on these findings, we suggested theoretical and practical implications that OTAs should pursue in the future to encourage customers to reuse. Also we discuss practical implications to improve the business performance of hotel operators in the future.

본 연구에서는 가치기반수용모델(Value based adoption model: VAM)을 적용해 서비스 이용자가 지각하는 중국 커피 브랜드 앱의 지각된 혜택, 희생, 가치와 지속적 이용 의도의 구조적 관계를 밝히고자 하였다. 본 연구의 목적 달성을 위해 선행연구를 검토하고 선행연구를 바탕으로 설문지를 구성하였다. 전문가 검토 및 예비조사를 거쳐 설문지가 추출되었고, 중국 커피 브랜드 앱을 사용한 경험이 있는 중국인을 대상으로 편의표본추출 방식의 설문을 실시하였다. 총 249부 설문지를 분석하고 연구 모형의 신뢰성과 타당성을 검증하였다. 연구결과는 지각된 혜택 중에 용이성, 유용성, 경제성은 지각된 가치에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 지각된 희생 중 시간적 위험은 지각된 가치에 부정적인 영향을 미치는 것으로 확인되었고, 지각된 가치가 지속적 사용 의도에 긍정적인 영향을 미쳤다. 본 연구의 결과를 바탕으로 연구의 학술적 의의와 실천적 시사점을 논의하고 연구의 한계와 향후 연구 방향을 제시하였다.

The current study applied the value-based adoption model (VAM) to examine the structural relationship amongst the perceived benefits, sacrifices, and values of China coffee brand apps perceived by service users and the intention to continue use. In order to achieve the purpose of this study, previous studies were reviewed and then a questionnaire was constructed based on the previous studies. The questionnaire was extracted after expert review and preliminary survey, and the questionnaire was conducted by convenience sampling method targeting Chinese people who had used the coffee brand app. A total of 249 questionnaires were analyzed, and the reliability and validity of the research model were verified. The results of the study showed that among the perceived benefits, ease, usefulness, and economic feasibility had a statistical effect on the perceived value. Among the perceived sacrifices, temporal risk was found to have a negative effect on perceived value, and perceived value had a positive effect on intention to continue using. Based on the results of this study, the academic significance and practical implications of the study were discussed, and the limitations of the study and future research directions were presented.

본 연구의 목적은 항공권 검색 모바일 앱을 이용한 항공권 검색 및 구매 경험이 있는 소비자를 대상으로 앱에 대해 지각된 혜택과 희생이 지각된 가치와 지속이용의도와의 영향관계를 알아보고자 가치기반수용모델을 적용하였다. 연구결과를 토대로 항공권 검색 모바일 앱 서비스에 관한 소비자 행동을 살펴보며 서비스를 제공한 기업의 마케팅전략 수립에 유용한 자료를 제공하고자 한다. 본 연구의 조사대상은 항공권 검색 모바일 앱을 통해 항공권 검색 및 구매 경험이 있는 20대 이상 40대 미만의 남녀 내국인 거주자이며 총 428부를 실증분석에 활용하였다. 연구 분석을 위해 SPSS 22.0과 AMOS 22.0 이용하여 신뢰도 분석, 확인적 요인분석, 상관관계분석을 실시하였으며, 구성개념들의 인과관계를 검증하고자 구조방정식모형분석을 실시하였다. 연구결과, 항공권 검색 모바일 앱에 대한 유용성, 용이성과 즐거움이 지각된 가치에 유의한 정(+)의 영향을 미치는 것으로 분석되었고 지각된 가치 또한 지속이용의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 그러나 개인정보위험과 혁신저항은 지각된 가치에 유의한 부(-)의 영향을 미치지 않는 것으로 나타났다.

The purpose of this study was to apply a value-based acceptance model to consumers with experience in searching and purchasing tickets using a flight ticket search mobile app to understand the perceived benefits and sacrifices of the app and its impact on perceived value and continued use. Based on the results of the research, important insights can be seen concerning consumer behavior regarding flight ticket search mobile app services and the provision of useful data for the marketing strategies of companies that provide the service. This study used 428 effective samples for empirical analysis from Koreans in their 20s to 40s with experience in searching and purchasing tickets through a flight ticket search mobile app. For the research analysis, reliability analysis, confirmatory factor analysis, and correlation analysis were performed using SPSS 22.0 and AMOS 22.0, and a structural equation model was done to verify the causal relationship between the component concepts. The results show that usefulness, ease, and enjoyment of the ticket search mobile app had a significant positive effect on perceived value, and that perceived value also had a significant positive effect on the continuous use intention. However, it was found that privacy risks and resistance to innovation had no significant negative effect on perceived values.

This study investigates the structural effects of perceived benefits and perceived sacrifice on intention to use virtual reality tourism. In addition, we try to confirm the influence of flow in VAM. A survey was conducted on consumers who used VR related to tourist attractions from 21st of June to the 16th of July 2021. A valid sample of 312 questionnaires was obtained. The results revealed that among the perceived benefits, spatial presence had a significantly positive (+) effect on flow, whereas enjoyment had no significant effect. These two factors had a significantly positive (+) effect on the perceived value. Among the perceived sacrifices, visual fatigue had a significantly negative (-) effect on the perceived value, whereas the complexity of the technique had no significant effect. The flow had a significantly positive (+) effect on perceived value but had no significant effect on the intention to use. Perceived value had a significantly positive (+) effect on the intention to use. These results suggest that we should be explore new factors applicable to VR as technology becomes ubiquitous and increases opportunities for enjoyment. This study provides empirical evidence of flow when applying the VAM to VR.

본 연구는 최근 사회적 거리두기가 완화되면서 여행을 하려는 사람이 증가하여 호텔예약앱의 이용률도 더불어 늘어나기 시작하면서 호텔예약앱을 이용한 소비자들을 대상으로 호텔예약앱의 선택속성과 지각된 가치, 지각된 희생, 지속적 이용 의도와의 영향관계를 알아보고자 한다. 설문조사는 호텔예약앱을 1번 이상 이용해본 경험이 있는 성인을 대상으로 진행하였고, 총389부 중 불성실한 응답을 14부를 제외하고 375부가 실증분석에 활용되었고, 가설검증을 위해 SPSS 21.0과 AMOS 21.0을 사용하였다. 본 연구의 검증결과, 호텔예약앱의 선택속성인 정보성, 경제성, 편리성, 디자인은 지각된 가치와의 영향관계에서 정(+)의 영향을 미치는 것으로 나타났다. 호텔예약앱의 선택속성 중 경제성, 편리성, 디자인은 지각된 희생과의 영향관계에서 부(-)의 영향을 미치는 것으로 나타났다. 지각된 가치와 지속적 이용 의도와의 영향관계는 정(+)의 영향을 미치는 것으로 나타났고, 지각된 희생과 지속적 이용 의도와의 영향관계는 부(-)의 영향을 미치는 것으로 나타났다. 이에 따라 호텔예약앱의 선택속성을 통해 고객들의 니즈를 파악하고 호텔예약앱 관계자들이 고객들을 위한 방향으로 발전하기 위한 방안을 제시하고자 한다.

This study aims to examine the influence of hotel reservation app selection attributes, perceived value, perceived sacrifice, and continuous intention to use hotel reservation apps as the number of people who want to travel has recently increased. A survey was conducted on adults who had used a hotel reservation app more than once. Of the total 389 questionnaires given out, 375 were used for empirical analysis, excluding insincere responses, and SPSS 21.0 and AMOS 21.0 were used for hypothesis verification. As a result of the analysis, the selection attributes of the hotel reservation app such as information, economy, convenience, and design were found to have a positive effect on the relationship with perceived value. Among the selection attributes of the reservation app, economy, convenience, and design were found to have a negative effect on the relationship with perceived sacrifice. The influence relationship between perceived value and continuous use intention was found to have a positive effect, and the influence relationship between perceived sacrifice and continuous use intention was found to have a negative effect. Accordingly, app providers should understand the needs of customers through the selection attributes and develop products to retain them.

The purpose of this study is to measure the effects of behavioral intention. A total of 273 questionnaires were completed. The equation model was used to measure the causal effect. The results demonstrated that the confirmatory factor analysis model provided an excellent model fit. The comprehensive model yielded a significantly better fit to the data and accounted for a greater share of the variance in behavioral intentions than the five competing models. The effects of satisfaction, perceived value and service quality on behavioral intention were statistically significant. As expected, service quality and value had significant effects on satisfaction. Service quality and perceived sacrifice had significant effects on value. Moreover, service quality and value perceptions had an indirect influence on behavioral intentions. The overall findings offer strong empirical support for the intuitive notion that improving service quality can increase favorable behavioral intentions and decrease unfavorable intentions.

The purpose of this study was to assess the effects of service quality, perceived sacrifice, food price and image on value. A total of 273 questionnaires were completed. MANOVA, ANOVA, and ANCOVA were used to measure the main effects and mediating effects of service quality and perceived sacrifice on the relationships among price, image, and value. The main effects of price on service quality, perceived sacrifice, and value were statistically significant. The main effects of image on service quality and value were statistically significant. As expected, when price, service quality, and perceived sacrifice regressed on the value, they were statistically significant. Moreover, when image, service quality, and perceived sacrifice regressed on the value, they had statistically significant effects on value. The results demonstrated that service quality played a mediating role in the relationship between price and value.

This study measured the causal relationships among tourist-perceived sacrifice, service quality, service value, and behavioral intention of employee's service. A total of 224 questionnaires were completed. The equation model was used to measure the causal effect. The results demonstrated that the structural analysis result for the data was an excellent model fit. The influences of perceived value and service quality on service value were statistically significant. As expected, service quality and service value had significant effects on behavioral intention. Moreover, overall service quality played a mediating role in the relationship between perceived sacrifice and service value. Service value played a mediating role in the relationship between service quality and behavioral intention.

본 연구는 서비스 품질, 지각된 희생과 가치에 미치는 식당의 가격과 이미지의 영향을 파악하기 위하여 서비스 품질, 지각된 희생과 가치의 가격 수준별 차이, 서비스 품질, 지각된 희생과 가치의 이미지 수준별 차이, 가치에 미치는 서비스 품질, 지각된 희생과 가격의 영향, 그리고 가치에 미치는 서비스 품질, 지각된 희생과 이미지의 영향을 분석하는데 목적을 두었다. 연구 목적을 달성하기 위해 설문 조사를 하여 분석하였다. 분석 결과는 다음과 같다.서비스 품질, 지각된 희생과 가치는 요인 분석, 신뢰도 분석, 평균 분산 추출값과 혼합 신뢰도에 의해서 구성 개념으로서의 타당성과 신뢰성이 입증되었다. 서비스 품질, 지각된 희생과 가치의 가격 수준별 차이는 다변량 분산 분석과 일원 분산 분석에서 유의하게 나타났고, 서비스 품질과 가치의 이미지 수준별 차이도 다변량 분산 분석과 일원 분산 분석에서 유의하게 나타났다. 가치에 미치는 서비스 품질, 지각된 희생과 가격의 영향은 공분산 분석에서 유의하게 나타났고, 그리고 가치에 미치는 서비스 품질, 지각된 희생과 이미지의 영향도 공분산 분석에서 유의하게 나타났다. 이 결과는 레스토랑 마케터에게 가격과 이미지의 수준에 따라 관광객들이 지각하는 가치가 달라지기도 하지만, 가격과 이미지의 영향을 받는 서비스 품질과 지각된 희생에 따라서도 관광객들이 지각하는 가치가 달라진다는 것을 보여주고 있다. 서비스 품질과 지각된 희생이 가격과 이미지의 상호작용항과 가치의 관계를 매개하는 효과를 분석한 결과에 의하면, 서비스 품질과 지각된 희생이 상호작용항과 가치의 관계를 매개하지 않는 것으로 나타나기는 했지만, 가치에 미치는 상호작용항의 영향은 유의하게 나타났다. 그리고 낮은 수준의 가격과 낮은 수준의 이미지가 가치에 미치는 상호작용 효과가 유의하게 나타났다. 이 결과는 레스토랑 마케터에게 이미지가 고객들로부터 높게 지각될 때 음식 가격을 높여야 고객들이 지각하는 가치를 높일 수 있다는 것을 보여주고 있다. 본 연구의 결과는 레스토랑 마케터들에게 도움을 줄 뿐만 아니라 현재 남해안이 블루투어리즘 시대에 대비한 여러 가지 섬 관광 자원화 사업으로 관광에 빠질 수 없는 음식의 관광 자원화를 추진해 나가는 데에도 도움을 줄 수 있으리라 생각한다. 이론적인 측면에서도 본 연구는 그동안 선행 연구들에서 분석되지 못했던 가격에 대해 관광객들이 지각하는 가치가 서비스 품질과 지각된 희생에 의해 매개된다는 것과 이미지에 대해 관광객들이 지각하는 가치가 서비스 품질에 의해 매개된다는 것을 보여주었다. 그러나 향후 연구는 본 연구의 결과를 일반화하기 위하여 다른 조사 대상과 조사 대상지역을 선정하고, 더 많은 측정변수들을 이용하여 조사하고 분석하여 본 연구의 결과와 비교할 수 있어야 할 것이라 생각한다. 가령 외적 요인으로 가격과 이미지 이외의 요인을 추가하여 분석해 볼 필요가 있다고 생각한다. 또한, 매개변수로 서비스 품질만을 선정하거나 지각된 희생만을 선정하여 분석한다든가 지각된 위험이나 만족과 같은 다른 개념을 더 추가하거나 대체하여 분석해 볼 필요가 있다고 생각한다. 그리고 본 연구에선 금전적 희생과 비금전적 희생을 구분하지 않고 분석하였으나, 향후 연구는 구분하여 분석해 볼 필요가 있다고 생각한다.

The purpose of this study was to assess the effects of service quality, perceived sacrifice, food price and image on value. A total of 273 questionnaires were completed. MANOVA, ANOVA, and ANCOVA were used to measure the main effects and mediating effects of service quality and perceived sacrifice on the relationships among price, image, and value. The main effects of price on service quality, perceived sacrifice, and value were statistically significant. The main effects of image on service quality and value were statistically significant. As expected, when price, service quality, and perceived sacrifice regressed on the value, they were statistically significant. Moreover, when image, service quality, and perceived sacrifice regressed on the value, they had statistically significant effects on value. The results demonstrated that service quality played a mediating role in the relationship between price and value.

본 연구는 아동·청소년 심리지원서비스 재이용의사와 이용자참여, 지각된 희생, 서비스만족 간의 구조적인 관계를 파악하고 시지역과 군지역의 지역 간 격차를 다집단 분석을 통해 파악해보고자 하였다. 이를 위해 경북지역 사회서비스 가운데 아동심리지원서비스에 참여하고 있는 지역 아동 청소년 심리지원서이용자의 보호자 248명의 설문자료를분석하였다. 분석결과 첫째, 이용자 참여와 지각된 희생, 서비스 만족은 재이용의사에 모두 유의한 영향을 미쳤고 둘째, 이용자 참여와 지각된 희생은 서비스 만족을 거쳐 재이용의사에 간접적인 영향을 미쳤다. 셋째, 시·군 지역 다집단분석 결과에서 시지역은 재이용의사에 영향을 미치는 주요 요인의 직접 경로가 유의하였으나, 군지역은 재이용의사에영향을 미치는 주요 요인의 직접 경로가 유의하지 않았다. 연구결과를 토대로 이용자의재이용의사를 향상시키기 위한 실천적, 정책적 방안을 제시하였다.

This study aimed to identify the structural relationships between user participation, perceived sacrifice, and service satisfaction and the intention to reuse child and adolescent psychological support services, and to identify regional disparities between city and county areas through multigroup analysis. To this end, we analyzed survey data from 248 parents of local children and adolescents participating in child psychological support services among social services in Gyeongbuk Province. The results showed that, first, user involvement, perceived sacrifice, and service satisfaction all had significant effects on intention to reuse the service; second, user involvement and perceived sacrifice had indirect effects on intention to reuse the service through service satisfaction. Third, the results of the multi-group analysis by city and county showed that the direct path of the main factors affecting reuse intention was significant in the city area, but the direct path of the main factors affecting reuse intention was not significant in the county area. Based on the findings, practical and policy suggestions were made to improve users’ reuse intention.

The purpose of this study was to measure the effects of the perceived sacrifice, service quality, value and satisfaction on the intention to revisit restaurants. A total of 273 questionnaires were completed. The equation model was used to measure the causal effects. The results demonstrated that the confirmatory factor analysis model provided an excellent model fit. The modified model yielded a significantly better fit to the data than the service quality model, and accounted for a greater share of the variance in intention to revisit than the service quality model. The effects of value and service quality on intention to revisit were statistically significant in both the service quality model and modified model. The effects of perceived sacrifice and service quality on value were statistically significant in the service quality model and modified model. As expected, service quality had a significant effect on satisfaction in the modified model. Satisfaction had a significant effect on intention to revisit in the modified model. Satisfaction also had a significant effect on service quality in the service quality model. Moreover, service quality had an indirect influence on intention to revisit through value and satisfaction in the modified model. Service quality had an indirect influence on the intention to revisit through value in the service quality model. The overall findings offer strong empirical support for the intuitive notion that improving service quality can increase favorable intention to revisit, and decrease unfavorable intention to revisit.

Purpose ? This study aims to empirically examine how consumers’ psychological distance and product price jointly influence perceived sacrifice, perceived quality, and overall product evaluation within the context of O2O(Online-to-Offline) services. Building on contrual level theory(CLT), the research seeks to clarify how price information is interpreted under varying levels of perceived distance in digital service environments, where consumers often evaluate offering prior to offline consumption. Design/Methodology/Approach ? Two between-subjects experiments employing a 2(psychological distance: near vs. far) × 2(product price: low vs. high) factorial design were conducted. Psychological distance was manipulated using scenario-based temporal and spatial cues, and price was presented at clearly differentiated levels. Data were analyzed through two-way ANOVA and supplementary t-tests to examine both main and interaction effects on perceived sacrifice, perceived quality, and overall product evaluation. Findings ? Across both studies, higher product prices significantly increased perceived sacrifice and also positively influenced perceived quality. Notably, interaction effects between psychological distance and price emerged for perceived quality and overall product evaluation. Under psychologically distant conditions, higher prices functioned more strongly as quality signals, whereas under psychologically proximal conditions, price was primarily perceived as a direct monetary cost, resulting in less favorable evaluations. Research Implications ? The findings demonstrate that price information is not interpreted uniformly but varies systematically according to consumers’ psychological distance. By applying CLT to O2O service contexts, this study advances understanding of price perception mechanisms and offers meaningful implications for pricing strategies in digitally mediated service environments.