소상인 점포 이용 소비자의 라이프스타일(VALS)이 구전 효과에 미치는 영향에 관한 연구

• 영문명: A Study on the Effects of Consumer Lifestyle(VALS) on Small Enterprises Consumers WOM
• 발행기관: 한국유통과학회
• 저자명: 최신혜(Shin Hea Choi) 김영기(Young Ki Kim) 김승희(Seung Hee Kim)
• 간행물 정보: 『유통과학연구(JDS)』제15권 제12호, 61~72쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.12.30

영문 초록

Purpose – Despite that the importance of small enterprises’ performance in the community has been magnified, no study has been conducted yet on the performance based on consumers directly faced by small enterprises. Accordingly, this study aims to investigate the relationship between the life styles of consumers who use small enterprises’ stores by type and the word of mouth(WOM) effects, which are concrete behaviors of consumers. Research design, data, and methodology – The VALS classification system was utilized to classify the types of life styles of consumers who use small enterprises’ stores. The consumers were divided into a total of four types. This study was intended to investigate the effects of the types of consumers on the word of mouth(WOM) effects of consumers who use small enterprises’ stores along with the effects of consumers’ perception of economic situations on their word of mouth(WOM) effects after using small enterprises’ stores. Results – The results of the study indicated that among the types of consumers who use small enterprises’ stores, the group that pursues faith and the group that pursues knowledge had positive (+) effects on favorable word of mouth (WOM) effects. However, the group that pursues trends and the group that pursues action were shown to have no effect and positive or negative perceptions of economic situations were shown to have no effects of the word of mouth(WOM) effects of users of small enterprises’ stores. Conclusions – In this study, as a measure to create small enterprises’ performance, word of mouth(WOM) effects on small enterprises’ stores according to consumers’ consumption behaviors were examined focusing on consumers. Through the study results, the groups of consumers who use small enterprises’ stores by type that provide favorable word of mouth(WOM) effects were derived. And This Study aims to investigate the relationship between the four type life styles of consumer who use

목차

1. 서론

2. 이론적 배경

3. 연구문제 및 연구 방법

4. 연구결과

5. 결론 및 제언

References

키워드

Small Enterprise VALS Lifestyle WOM Business Performance