Earticle

ASP service users’ needs for flexible and customized services to deal with changes in business environments and user contexts seems to be appealing due to the progress of technology and IT paradigm such as ubiquitous computing and web 2.0. Through the lens of expectancy confirmation and flexibility, we explored factors that influence users’ repurchase intent and organizational benefit in ASP services. With an empirical study, we examined information quality, service quality, flexibility, customization, user satisfaction, trust in ASP services can contribute to the repurchase intent and organizational benefit. In addition to, business type and company size are added to the research model as control variables for user satisfaction, trust, and repurchase intent. Our findings suggested that the service quality and flexibility significantly were cruicial determinant of user satisfaction in ASP services. Furthermore, user satisfaction significantly influenceS repurchase intent, and organization benefits were affected by repurchase intent. This study has important implications for academic researchers and practitioners who seek to understand factors that affect ASP service users’ repurchase intent and organization benefits.

본 연구는 현재 R&D특허센터가 중심이 되어 공급되고 있는 특허-R&D 연계전략 컨설팅서비스의 이용경험자들을 대상으로, 이 서비스의 품질결정요인이 무엇이며, 이것이 어떠한 경로를 통해 고객만족과 재구매 의향에 영향을 미치는 지를 실증하기 위한 것이다. 본 연구의 연구모형에 따른 연구가설을 검증하기 위해 구조방정식모형분석을 한 결과 다음과 같은 결론을 얻었다. 첫째, 기존의 SERVPERF 모형의 품질결정요인인 신뢰성, 확신성, 유형성, 공감성, 대응성 모두 또한 본 연구대상인 특허-R&D 연계전략 컨설팅서비스의 품질결정요인이며, 이 서비스의 특성이 반영되어 도출된 컨설턴트 지도성과 컨설턴트 교육역량 역시 이 서비스의 품질결정요인이다. 둘째, 이 서비스의 품질이 컨설팅성과와 고객만족 둘 다 영향을 미친다. 셋째, 이 서비스의 컨설팅성과는 직접적으로 재구매의향에 영향을 미치지 않고, 고객만족이라는 매개경로를 통해 재구매의향에 영향을 미친다. 이러한 연구결과는 R&D특허센터에게 재구매 촉진 등을 위한 마케팅 전략 수립 및 전사적 품질경영에 새로운 전략적 시사점을 제공할 수 있으며, 현재 도입기에 진입해 있는 민간 컨설팅서비스 산업분야에서도 이러한 연구결과를 활용함으로써 보다 진화된 마케팅 및 품질향상 전략수립이 가능할 것으로 본다.

The object of this study is to empirically test whether the quality determination factor of "the consulting service of patent-R&D link strategy" operated from 2005 to 2011 in public sector affects the consulting performance, customer satisfaction and repurchase intent. As the result of the test, the results of the research as follows are obtained. First, the existing quality determination factors of the SERVPERF model, Reliability, Assurance, Tangibles, Empathy, Responsiveness are the quality determination factors of the consulting service of patent-R&D link strategy, and futhermore the consultant leadership and the consultant teaching capability induced by reflecting the characteristics of the service are the quality determination factors of the service too. Second, the service quality affects both of the consulting performance and the customer satisfaction. Third, the service consulting performance does not directly affect the repurchase intent, instead affects the repurchase intent through the path of parameter the customer satisfaction. From the above study result, many implications related to marketing strategy building for promoting R&D Patent Center's business performance and activating private sector's consulting service can be obtained.

본 연구는 프로 스포츠 관람 소비자들이 인지하는 외식 기업의 스폰서십 활동 요인을 분석하고, 어떠한 요 인들이 프로 스포츠 상권내 외식 기업의 이미지 형성 및 변화와 외식 상품 의도에 영향을 미치는가를 분석하고자 잠 실 야구장과 서울 상암 축구 경기장을 방문한 관람 소비자 263명을 대상으로 연구를 진행한 결과 다음과 같은 결론 을 도출 하였다. 첫째, 외식 기업의 스폰서십 요인이 외식 기업의 브랜드 이미지에 미치는 영향을 분석한 결과, 스폰 서십 요인들 중, 커뮤니케이션, 이미지 제고, 이벤트 기여 요인의 순으로 브랜드 이미지에 통계적으로 유의미한 영향 을 미치는 것으로 나타났다. 둘째, 외식 기업의 스폰서십 요인이 프로 스포츠 관람 소비자의 외식 상품 구매 의도에 미치는 영향을 실증적으로 분석한 결과, 스폰서십 요인 중, 커뮤니 케이션 이미지 제고 요인이 통계적으로 구매의도 에 유의한 영향을 미치는 것으로 나타났다. 셋째, 외식 기업의 브랜드 이미지가 프로 스포츠 관람 소비자의 외식 상 품 구매 의도에 미치는 영향에 대하여 분석한 결과, 통계적으로 유의한 영향을 미치는 것으로 나타났다. 본 연구를 통해 한국의 프로 스포츠와 식품 기업의 미래의 새로운 마케팅 전략에 논의 되고 제안 될 수 있을 것이다.

The purpose of this study is to analyze the impact of food corporations’sponsorship activities on Brand Images and Purchase Intension in professional sport industry in Korea. To accomplish the purpose, SPSS 18.0 Ver., had been conducted with 263 actual returned questionnaires. After the relevant literature reviews and analysis statistic data, three outcomes were deducted, those are, first, sponsorship factors for food corporations in professional sport industry significantly influenced on brand image. Second, Sponsorship factors for food corporations in professional sport industry significantly influenced on the purchase intension. Third, brand image of food corporation in professional sport industry significantly influenced on purchase intention. With this study, undiscovered several marketing strategies of food corporations with professional sport of Korea for their future marketing strategies could be discussed and proposed.

In Korea, where the residential environment of well-being has been especially developed, marketing using well-being brands has been actively carried out, and more recently, there has been a growing interest in the well-being brand experience and the correct understanding of consumers' perceptions and attitudes. This study was intended to reveal that the experience of well-being brands increases the attitude and confidence of brands, and consequently positively acts on the intention and loyalty of purchasing them. First of all, the well-being brand experience not only works positively on brand trust and attitude, but also raises the intention of buying again. Second, well-being brand trust is showing a positive effect on brand attitudes and intent to buy back. Third, the well-being brand attitude turned out to have a positive effect on the intention of repurchase. Unlike conventional well-being brand-related research, this study focuses on brand experience, so it provides a new understanding of well-being brand experience and consumer psychology and behavior in well-being brand marketing. Thus, adding a new perspective to existing well-being brand research, the company's perspective provides practical implications that should be considered for successful wellbeing marketing.

ASP service users' needs for flexible and customized services to deal with changes in business environments and user contexts seems to be appealing due to the progress of technology and IT paradigm such as ubiquitous computing and web 2.0. Through the lens of expectancy confirmation and flexibility, we explored factors that influence users' repurchase intent and organizational benefit in ASP services. With an empirical study, we examined information quality, service quality, flexibility, customization, user satisfaction, trust in ASP services can contribute to the repurchase intent and organizational benefit. In addition to, business type and company size are added to the research model as control variables for user satisfaction, trust, and repurchase intent. Our findings suggested that the service quality and flexibility significantly were cruicial determinant of user satisfaction in ASP services. Furthermore, user satisfaction significantly influenceS repurchase intent, and organization benefits were affected by repurchase intent. This study has important implications for academic researchers and practitioners who seek to understand factors that affect ASP service users' repurchase intent and organization benefits.

The purpose of this study is to investigate the preference of Korean traditional food and kimchi among different age groups in order to find a way to increase kimchi consumption. For this study, data from 15 male respondents(5.2%) and 271 female respondents(94.8%) was used. Age distribution of total respondents were in their 20's(21.8%), 30's(32.7%), 40's(32.7%) and 50's(11.6%), which showed the rate of 40's was very high. Most of the groups showed similar rates over the question on "have to eat kimchi" and "don't need to eat kimchi", but the elders' preference was high while the youngers' was relatively low. Therefore, the preference of kimchi has a small gap between the age groups, but all of them like kimchi in general.

본 연구는 식품⋅외식기업의 큐레이션 기반 구독서비스 특성이 지각된 가치 및 신뢰와 재구매의도에 미치는 영향을 살펴보고, 이용후기 정보성의 조절효과를 검증하는 것을 목적으로 한다. 이를 위해식품⋅외식기업의 큐레이션 기반 구독서비스를 이용한 소비자들을 대상으로 설문조사를 실시하였고 카카오톡 오픈 설문 채널과 네이버 설문 블로그와 SurBay 어플리케이션을 통해 직접 큐레이션 구독서비스를이용해 본 소비자들을 찾아 설문링크를 통해 설문에 응답하도록 요청하였다. 2022년 4월 15일부터 2022년4월 22일 일주일 동안 총 회수 된 설문지는 312부였으며, 불성실한 응답 설문지 10부를 제외 한 302부남은 표본만을 유효 표본으로 실증분석에 활용하였다. 분석결과에 따르면 큐레이션 구독서비스 특성인 경제성, 최신성, 편의성 모두 지각된 가치에 유의한 영향 관계가 있음을 확인하였다. 그리고 큐레이션 기반의구독서비스의 지각된 가치는 신뢰 관에 유의한 정의 영향 관계가 있음을 확인하였으며, 신뢰가 재구매 의도에 미치는 영향관계에서 유의한 정의 영향 관계가 있음을 확인하였다. 마지막으로 지각된 가치와 신뢰 사이의 영향 측면에서 이용후기 정보성이 조절 효과가 있음을 확인하였다. 이러한 연구결과를 통해 보편화 되고있는 큐레이션 기반 구독서비스가 효율적으로 정착하고 식품외식기업의 매출을 높이는데 기여할 수 있는시사점을 제시하고자 한다.

The purpose of this study is to examine the effect of the curation-based subscription service characteristics of food companies on perceived value, trust, and repurchase intention, and to verify the moderating effect of review information. To this end, a survey was conducted on consumers using curation-based subscription services of food companies, and through Kakao Talk open survey channels, Naver survey blogs, and SurBay applications, consumers who used curation subscription services directly were asked to answer the survey through survey links. The total number of questionnaires collected for a week from April 15, 2022 to April 22, 2022 was 312 copies, and only 302 remaining samples, excluding 10 unfaithful response questions, were used for empirical analysis as valid samples. According to the analysis results, it was confirmed that economic, up-to-date, and convenience, which are characteristics of the curation subscription service, all had a significant influence on the perceived value. In addition, it was confirmed that the perceived value of the curation-based subscription service had a significant positive influence relationship on the trust pipe, and that there was a significant positive influence relationship in the influence relationship on the repurchase intention. Finally, it was confirmed that review information has a moderating effect in terms of the influence between perceived value and trust. Through these research results, we would like to present implications that curation-based subscription services, which are becoming common, can efficiently settle down and contribute to increasing sales of food companies.

The purpose of this study is to examine the effect of preference attributes of convenience store lunch on consumer evaluation, satisfaction and repurchase intention. Total 300 participants were employed for the survey, and 285 respondents were used for statistifcal analysis. The conclusions and strategic implications of the empirical analysis of this study are as follows. Taste, convenience, and quality among convenience store lunch selection attributes had positive influence on consumer evaluation. In addition, convenience factor of the convenience attributes was critical predictor of repurchase intention, and it has a significant positive effect on satisfaction as well. The results identified that satisfaction has a positive effect on repurchase intention. The results suggest various perspectives that can sustain growth and focus on consumers' attention in the market of the convenience store lunch box by satisfying the needs of convenience store consumers and satisfaction.

The purpose of this study is to conduct classified types of lifestyle for the korean consumer purchase behavior of drug store. Korean drug store market is facing a new change of environment. The time required differentiation strategies through market segmentation of the public. Therefore, the research also intends to compare and analyze such things as ICT ability factor, repurchase intend factor and consumer behavior among the subdivided groups. The result of this study is as follows ; First, lifestyles of the consumers context of korean drug store were divided into 8 types: the ‘health & wellbeing-oriented type’, ‘fashion-oriented type’, ‘family-oriented type’, ‘human relation oriented type’, ‘individual and selfish type’, ‘freedom-pursing type’, ‘stability-oriented type’, ‘early adaptor type’. according to the result of doing k-mean cluster analysis on it, they were again divided into three groups: the ‘distinguished early adaptor group’, ‘relationship and freedom oriented group’, ‘family oriented group’. Second, there was significant intergroup difference in demographic characteristics and purchasing behavior of drug store product. Third, there was significant three group difference in ICT ability factor and repurchase intend factor. Fourth, ICT ability factor have a positive effect on repurchase intend factor.