Preference Attributes of Foreign Infant Education Materials:

• 발행기관: 한국유통과학회
• 저자명: Byoung Goo Kim Chun Su Lee
• 간행물 정보: 『유통과학연구(JDS)』제17권 제2호, 35~42쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.02.28

영문 초록

Purpose – There is little research on the market of foreign infant education materials. So, it is needed to deeply examine the development and preference factors of foreign infant education materials. Therefore, this study presents a future method and model for analyzing the important variables of buying foreign infant education materials. Research design, data, and methodology – The conjoint analysis method and model of this paper is used as follows. Conjoint analysis method is possible to derive the attributes to be analyzed through the model of the preferred factors, and then to derive the sub-attributes of the attributes. Results – This study derived preference attributes between brand benefit, equity (brand image, loyalty, awareness), distribution network (department store, specialty stores, discount store, internet mall), and service quality (tangibles, reliability, responsiveness, assurance, empathy) in infant education materials conjoint model. Conclusions – Since the opening of the education market in Korea, parents have a high education level due to low birth rate. The advantages of the conjoint analysis method have been extended to the study of infant education materials. Based on this, this paper will identify important attributes that are considered in preference of foreign infant education materials and help to establish and implement future marketing strategies.

목차

1. Introduction

2. Theoretical Background and Literature Review

3. Foreign Infant Education Materials Preferences

4. Selection of preference attributes and conjoint design

5. Conclusion

References

키워드

Preference Attributes Conjoint Analysis Distribution Network Marketing Strategy