인적 유통에서 혁신적 디자인에 대한 인식 효과: 이층 열차를 중심으로 (Perception of Innovative Design in Human Distribution Focused on Double-Decker Trains)

서지정보

· 발행기관 : 한국유통경영학회
· 수록지 정보 : 유통경영학회지 / 24권 / 4호 / 23 ~ 37페이지
· 저자명 : 김광민, 김경진

초록

Purpose: This study would like to explore the psychological six factors of consumers for double-decker trains and the five factors of traditional innovation characteristics. Specifically, it will verify that these psychological and innovation characteristic factors exhibit interactive effects on passengers’ attitudes to double-decker trains.
Research design, data, and methodology: A total of 60 people with 28 men and 32 women were asked to respond, with an average age of 36.13 years, a minimum of 21 years and a maximum of 45.
This study was not conducted as an experimental design, but was conducted in a survey format, so the conditions were not divided. Thus, the median split method distinguished the conditions of psychological and innovation characteristics variables. To verify the research hypotheses, ANOVA and regression analysis were performed.
Results: The degree of passengers’ innovativeness has been shown to interact with the perception of the relative advantage of double-decker trains on their attitude. The less innovative passengers responded sensitively to the relative advantage of double-decker trains. On the other hand, innovative passengers generally preferred double-decker trains regardless of their relative advantage.
This pattern of interaction effects was repeated among other factors.
Implications: For the success of double-decker trains, it is necessary to specifically promote that there are more advantages than single-decker trains, allow them to be observed naturally through TV dramas’ PPL, and give them a chance to board as a trial. In addition, appropriateness and complexity were derived for factors that did not affect the design of double-decker trains. This reflects that passengers already understand the basic needs of double-decker trains and that the use of double-decker trains is not very complicated and is already anticipated. It seems wise to target railway frequent users and male passengers at the beginning of the introduction.

영어초록

Purpose: This study would like to explore the psychological six factors of consumers for double-decker trains and the five factors of traditional innovation characteristics. Specifically, it will verify that these psychological and innovation characteristic factors exhibit interactive effects on passengers’ attitudes to double-decker trains.
Research design, data, and methodology: A total of 60 people with 28 men and 32 women were asked to respond, with an average age of 36.13 years, a minimum of 21 years and a maximum of 45.
This study was not conducted as an experimental design, but was conducted in a survey format, so the conditions were not divided. Thus, the median split method distinguished the conditions of psychological and innovation characteristics variables. To verify the research hypotheses, ANOVA and regression analysis were performed.
Results: The degree of passengers’ innovativeness has been shown to interact with the perception of the relative advantage of double-decker trains on their attitude. The less innovative passengers responded sensitively to the relative advantage of double-decker trains. On the other hand, innovative passengers generally preferred double-decker trains regardless of their relative advantage.
This pattern of interaction effects was repeated among other factors.
Implications: For the success of double-decker trains, it is necessary to specifically promote that there are more advantages than single-decker trains, allow them to be observed naturally through TV dramas’ PPL, and give them a chance to board as a trial. In addition, appropriateness and complexity were derived for factors that did not affect the design of double-decker trains. This reflects that passengers already understand the basic needs of double-decker trains and that the use of double-decker trains is not very complicated and is already anticipated. It seems wise to target railway frequent users and male passengers at the beginning of the introduction.

참고자료

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