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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제15권 제12호
발행연도
2017.1
수록면
61 - 72 (12page)

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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 small enterprises' stores and the word of mouth(WOM) effect. Accordingly This study is significant in that it derived a measure to create small enterprises’ performance centering on consumers and that it presented a cornerstone for the establishment of small enterprises at the government level.
#Small Enterprise #VALS #Lifestyle #WOM #Business Performance.

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참고문헌 (27)

참고문헌 신청
Allenby, G. M. / 1996 / Economic trends and being trendy : The influence of consumer confidence on retail fashion sales / Journal of Business &Economic Statistics 14 (1) google schola Bank of Japan / 2017 / Request for the livelihood perceptions / Bank of Japan 4 : 1 ~ 27 google schola Berger, J. / 2014 / Word of mouth and interpersonal communication : A review and directions for future research / Journal of Consumer Psychology 24 (4) : 586 ~ 607 google schola Bohlen, B. / 2010 / How the recession has changed US consumer behavior / McKinsey Quarterly 1 (4) : 17 ~ 20 google schola Brunsø, K. / 2004 / Closing the gap between values and behavior?a means?end theory of lifestyle / Journal of business research 57 (6) : 665 ~ 670 google schola

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