244 research outputs found
๋ฒ ํธ๋จ ์๋น์๋ค์ ํ๊ตญ ์ธ์ผ ์ ํ ๊ตฌ๋งค์ ์ํฅ์ ๋ฏธ์น๋ ์์ธ ๋ถ์: ๋ค๋ญ๊ณผ ํ์๋ฅผ ์ค์ฌ์ผ๋ก
ํ์๋
ผ๋ฌธ(์์ฌ)--์์ธ๋ํ๊ต ๋ํ์ :๋์
์๋ช
๊ณผํ๋ํ ๋๊ฒฝ์ ์ฌํํ๋ถ(๋๊ฒฝ์ ํ์ ๊ณต),2019. 8. Jung, Jin Hwa.This study aims to identify factors influencing the purchase intentions of Vietnamese consumers towards Korean ginseng root products and further propose appropriate marketing strategies. The data was collected from 701 consumers in Hue and Da Nang through an online survey and analyzed using the exploratory factor analysis and multiple regression analysis. The results indicated that perceived value and household with elderly affected the purchase intention of consumers in both Hue and Da Nang. While traditional word of mouth was found as a factor influencing consumers in Hue, consumers in Da Nang were positively affected by electronic word of mouth. With further regard to Da Nang, in addition to income, the consumer attitude about social prestige and the social norm that Korean ginseng root products are only used for the elderly was also identified as another positive factor. Based on these findings, 4P marketing strategies are suggested to motivate the purchase intention in Hue and Da Nang. This study pointed out the differences between consumer purchase behavior in Hue and Da Nang, which indicates an incentive for marketers to develop specific marketing strategies for each region.๋ณธ ์ฐ๊ตฌ๋ ๋ฒ ํธ๋จ ์๋น์๊ฐ ํ๊ตญ ์ธ์ผ์ ํ์ ๊ตฌ๋งคํ ๋ ์ด๋ค ์์ธ์ด ์ค์ํ๊ฒ ์์ฉํ๋์ง ๋ถ์ํ๊ณ , ์ด์ ๋ํ ๋ง์ผํ
์ ๋ต์ ์ ์ํ๋ ๋ฐ ๋ชฉ์ ์ด ์๋ค. ๋ถ์์๋ฃ ํ๋ณด๋ฅผ ์ํด ๋ฒ ํธ๋จ ๋ค๋ญ(Da Nang)์ง์ญ๊ณผ ํ์(Hue)์ง์ญ 701๋ช
์ ์๋น์๋ฅผ ๋์์ผ๋ก ์จ๋ผ์ธ ์ค๋ฌธ์กฐ์ฌ๋ฅผ ์ค์ํ์ผ๋ฉฐ, ์ด๋ฅผ ๋ฐํ์ผ๋ก ํ์์ ์์ธ ๋ถ์๊ณผ ๋ค์คํ๊ท ๋ถ์์ ์ํํ์๋ค. ๋ณธ ์ฐ๊ตฌ๋ ํ์(Hue)์ ๋ค๋ญ(Da Nang) ์ง์ญ์ ๋๋์ด ๋ถ์ํจ์ผ๋ก์จ ์ง์ญ๋ณ ๋ง์ถคํ ๋ง์ผํ
์ ๋ต์ ๊ฐ๋ฐํ ์ ์๋๋ก ์ ๋ํ๋ค๋ ๋ฐ ์์๊ฐ ์๋ค.
์ฃผ์ ๋ถ์๊ฒฐ๊ณผ๋ฅผ ์์ฝํ๋ฉด ๋ค์๊ณผ ๊ฐ๋ค. ์ฒซ์งธ, ์ธ์ผ์ ํ์ ๋ํ ์ฃผ๊ด์ ๊ฐ์น(perceived value)๊ฐ ๋๊ฑฐ๋ ๊ณ ๋ น์์ ํจ๊ป ๊ฑฐ์ฃผํ๋ ์๋น์์ ๊ฒฝ์ฐ, ๋ ์ง์ญ ๋ชจ๋์์ ํ๊ตญ ์ธ์ผ์ ํ์ ๊ตฌ๋งคํ ์ํฅ์ด ๋์ ๊ฒ์ผ๋ก ๋ํ๋ฌ๋ค. ๋์งธ, ํ์(Hue)์ง์ญ ์๋น์์ ์ธ์ผ์ ํ ๊ตฌ๋งค์ํฅ์ ์ ํต์ ์
์๋ฌธ(traditional word of mouth)์ ์ฃผ๋ก ์ํฅ์ ๋ฐ์์ผ๋, ๋ค๋ญ(Da Nang)์ง์ญ ์๋น์๋ ๋งค์ฒด๋ฅผ ํตํ ์
์๋ฌธ(electronic word of mouth)์ ๋ง์ ์ํฅ์ ๋ฐ๋ ๊ฒ์ผ๋ก ๋ํ๋ฌ๋ค. ์
์งธ, ๋ค๋ญ(Da Nang)์ง์ญ ์๋น์์ ๊ฒฝ์ฐ, ๊ฐ์ธ์ ์๋์ฆ๊ฐ๊ฐ ์ธ์ผ์ ํ ๊ตฌ๋งค์ํฅ์ ์ฆ๊ฐ์ํค๋ ์์ธ์ด์์ผ๋ฉฐ, ๋์๊ฐ ํ๊ตญ ์ธ์ผ์ ํ ์๋น๊ฐ ๊ณ ๋ น์์ ๊ถ์์ ๊ด๋ จ๋๋ค๋ ์ฌํ์ ์ธ์๋ ์ธ์ผ์ ํ ๊ตฌ๋งค์ํฅ ์ฆ๋์ ์ฃผ์ ์์ธ์ด์๋ค. ๋ท์งธ, ๋์ ์์๋ถ ํจ๋์ด ์ธ์ผ์ ํ ๊ตฌ๋งค๊ฒฐ์ ์ ์ค์ํ ์ํฅ ์์ธ์ด๋ฉฐ ๋ค์์ผ๋ก ์ธ๋ จ๋ ๋์์ธ ๋ฐ ํฌ์ฅ์ฌ, ๋ธ๋๋ ๊ฐ์น, 6๋
๊ทผ ์ธ์ผ์ฌ๋ถ, ์ ์ ๋์ ์์๋ก ์ค์ํ๋ค. ๋ค์ฏ์งธ, ์ธ์ผ์ ํ ๊ตฌ๋งค์ฅ์ ์ ํธ๋์์ ๋ค๋ญ(Da Nang)๊ณผ ํ์(Hue)์ ์๋น์๋ค์ ์ฐจ์ด๋ฅผ ๋ณด์๋ค. ๊ตฌ์ฒด์ ์ผ๋ก, ๋ค๋ญ(Da Nang)์ง์ญ ์๋น์๋ ์ ๋ฌธ ๋งค์ฅ์ ์ ํธํ๋ฉฐ, ํ์(Hue)์ง์ญ ์๋น์๋ ์ง์ธ์ ํตํด ๊ตฌ๋งคํ๊ฑฐ๋ ํ๊ตญ ์ฌํ์ ํตํด ์ง์ ๊ตฌ๋งคํ๋ ๊ฒ์ ์ ํธํ๋ ๊ฒ์ผ๋ก ๋ํ๋ฌ๋ค.
๋ณธ ์ฐ๊ตฌ๋ ๋ฒ ํธ๋จ์ ๋ ์ง์ญ ๋ชจ๋์์ ํ๊ตญ ์ธ์ผ์ ํ ์์๊ฐ ๊ฐ์ธ ๋ฐ ๊ฐ์กฑ์ ๊ฑด๊ฐ์ ๋ํ ๊ด์ฌ, ์ฌํ์ ๋ช
์ฑ, ์๋งํ ๋์ธ๊ด๊ณ ๋ฑ์ ๊ธฐ์ธํ๋ ๊ฒ์ ๋ณด์ฌ์ฃผ๊ณ ์๋ค. ๋ค์ ๋งํด, ์๋น์๋ ์ธ์ผ์ ํ์ ๊ตฌ๋งคํ๊ธฐ ์ํ ์ผ๋ จ์ ์ ๋ณด(ํ๋งค์ฒ์ ์ฐ๋ฝ์ฒ ๋ฐ ์ ๋ขฐ๋, ๊ฒฐ์ ๋ฐฉ๋ฒ, ์ ํต ๋ฐ ์ ์ฅ ๋ฐฉ์ ๋ฑ)์ ๋ฏผ๊ฐํ๊ฒ ๋ฐ์ํ๋ค. ์ด๋ฌํ ์ํฉ์์ ๊ฐ์กฑ์ ๋ฌผ๋ก ์์
๋คํธ์ํฌ, ๋์ค๋งค์ฒด, ์ฌํ์
์ฒด ๋ฑ ๋ง์ ์ธ๋ถ์์ธ๋ค์ด ์ ํ์ ๋ณด๋ฅผ ๊ฐ์ธ์๊ฒ ํจ๊ณผ์ ์ผ๋ก ์ ๊ณตํ๊ณ ์์ผ๋ฉฐ, ์ด๋ฌํ ๊ณผ์ ์ด ๋ฒ ํธ๋จ ์๋น์์ ํ๊ตญ ์ธ์ผ์ ํ์ ๋ํ ์์์ ์ํฅ์ ๋ฏธ์น๋ค๊ณ ๋ณผ ์ ์๋ค. ๋ถ์๊ฒฐ๊ณผ๋ฅผ ์ ๋ฆฌํ์ ๋, ํ์(Hue)์ ๋ค๋ญ(Da Nang) ์๋น์์ ๊ตฌ๋งค ์ํฅ์ ๋์ด๊ธฐ ์ํด 4P ๋ง์ผํ
์ ๋ต์ด ์ค์๋ ํ์๊ฐ ์๋ค๊ณ ํ๋จ๋๋ค.Abstract i
Table of Contents iii
List of Figures v
List of Tables vi
Chapter 1. Introduction 1
1. Statement of the problem 1
2. Research objectives 5
3. Scope of study 6
4. Significance of the study 6
Chapter 2. Literature Review 8
1. Consumer behavior theory 8
1.1. Consumer purchase intention 8
1.2. Consumer buying behavior 8
1.3. Consumer buying decisions models 10
2. Research on purchase behavior 14
2.1. Factors affecting purchase intention towards healthy products 14
2.2. Consumer behavior towards Korean ginseng products 18
Chapter 3. Theoretical Framework and Hypotheses 22
1. Consumer awareness and its influence on purchase intention 22
2. Perceived value and its influence on purchase intention 23
3. Word of mouth and its influence on purchase intention 25
4. Demographic variables 26
Chapter 4. Methodology 28
1. Data collection 28
2. Data analysis 34
2.1. Results of the reliability of measurements test 34
2.2. Results of exploratory factor analysis 35
2.3. Pearson correlation coefficients 39
Chapter 5. Results 43
1. Purchase behavior towards Korean ginseng root products 43
1.1. Need recognition of Korean ginseng root products 43
1.2. Information search 45
1.3. Evaluation of alternatives 47
1.4. Purchase intention and purchase decision 48
1.5. Post purchase evaluation 49
2. Results of hypothesis test 50
2.1. The case of Hue 50
2.2. The case of Da Nang 52
Chapter 6. Discussion and Conclusion 57
1. Summary and discussion 57
1.1. Purchase behavior towards Korean ginseng root products in Hue and Da Nang 57
1.2. Results of hypothesis test 59
2. Implications 60
2.1. Korean companies 60
2.2. Korean government 63
3. Limitations 63
3.1. The limitation of methodology 63
3.2. The limitation of research scope 64
Appendix 75
๊ตญ๋ฌธ์ด๋ก 108
Acknowledgement 111Maste
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Neural network based patient recovery estimation of a PAM-based rehabilitation robot
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