• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.6
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• pp.113-125
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• 2019

This research aims to understand the common psychological features of consumer. And master the direction of the development of the network novels derivation by analysis the TV plays adapted from network novels in China's IP industry. To this end, This research determine to analyzed consumer adoption attitude the Behavior Intention of derivative products. The date were collected from 612 Chinese people, from October 15 to October 22 2018. Statistical analysis were through SPSS 21 after data coding and data cleanings process. This research performed frequency analysis exploratory factor analysis, Independent sample t-test, one-way ANOVA, post-analysis Duncan test, correlation analysis and mass regression analysis. The research results are as follows. Firstly, the characteristics(topicality, empathy and interest) of network novel TV play positively related role in the adoption attitudes(cognitive attitude and emotional attitude) of derivatives commodities. At the same time, identity has a more positively related influence than topicality and interest. Secondly, all the characteristics of network novels consisting of topicality, identity and interest play positive related roles in the behavioral intentions of derivative commodities. Thirdly, emotional attitude plays a more positively related role in purchasing intention and recommendation intention compared with cognitive attitude. It is hoped that the research results can play a fundamental role in the production and development of network novels derivatives.

• Journal of Distribution Research
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• v.17 no.3
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• pp.25-57
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• 2012

This study identified motives for writing apparel product reviews in online stores, and determined what motives increase the behavior of writing reviews. It also classified store customers based on the type of writing motives, and clarified the characteristics of internet purchase behavior and of a demographic profile. Data were collected from 252 females aged 20s' and 30s' who have experience of reading and writing reviews on online shopping. The five types of writing motives were altruistic information sharing, remedying of a grievance and vengeance, economic incentives, helping new product development, and the expression of satisfaction feelings. Among five motives, altruistic information sharing, economic incentives, and helping new product development stimulate writing reviews. Store customers who write reviews were classified into three groups based on their writing motive types: Other consumer advocates(29.8%), self-interested shoppers(40.5%) and shoppers with moderate motives(29.8%). There were significant differences among three groups in writing behavior (the frequency of writing reviews, writing intent of reviews, duration of writing reviews, and frequency of online shopping) and age. Based on results, managerial implications were suggested. Long Abstract : The purpose of present study is to identify the types of writing motives on online shopping, and to clarify the motives affecting the behavior of writing reviews. This study also classifies online shoppers based on the motive types, and identifies the characteristics of the classified groups in terms of writing behavior, frequency of online shopping, and demographics. Use and Gratification Theory was adopted in this study. Qualitative research (focus group interview) and quantitative research were used. Korean women(20 to 39 years old) who reported experience with purchasing clothing online, and reading and writing reviews were selected as samples(n=252). Most of the respondents were relatively young (20-34yrs., 86.1%,), single (61.1%), employed(61.1%) and residents living in big cities(50.9%). About 69.8% of respondents read and 40.5% write apparel reviews frequently or very frequently. 24.6% of the respondents indicated an "average" in their writing frequency. Based on the qualitative result of focus group interviews and previous studies on motives for online community activities, measurement items of motives for writing after-purchase reviews were developed. All items were used a five-point Likert scale with endpoints 1 (strongly disagree) and 5 (strongly agree). The degree of writing behavior was measured by items concerning experience of writing reviews, frequency of writing reviews, amount of writing reviews, and intention of writing reviews. A five-point scale(strongly disagree-strongly agree) was employed. SPSS 18.0 was used for exploratory factor analysis, K-means cluster analysis, one-way ANOVA(Scheffe test) and ${\chi}^2$-test. Confirmatory factor analysis and path model analysis were conducted by AMOS 18.0. By conducting principal components factor analysis (varimax rotation, extracting factors with eigenvalues above 1.0) on the measurement items, five factors were identified: Altruistic information sharing, remedying of a grievance and vengeance, economic incentives, helping new product development, and expression of satisfaction feelings(see Table 1). The measurement model including these final items was analyzed by confirmatory factor analysis. The measurement model had good fit indices(GFI=.918, AGFI=.884, RMR=.070, RMSEA=.054, TLI=.941) except for the probability value associated with the ${\chi}^2$ test(${\chi}^2$=189.078, df=109, p=.00). Convergent validities of all variables were confirmed using composite reliability. All SMC values were found to be lower than AVEs confirming discriminant validity. The path model's goodness-of-fit was greater than the recommended limits based on several indices(GFI=.905, AGFI=.872, RMR=.070, RMSEA=.052, TLI=.935; ${\chi}^2$=260.433, df=155, p=.00). Table 2 shows that motives of altruistic information sharing, economic incentives and helping new product development significantly increased the degree of writing product reviews of online shopping. In particular, the effect of altruistic information sharing and pursuit of economic incentives on the behavior of writing reviews were larger than the effect of helping new product development. As shown in table 3, online store shoppers were classified into three groups: Other consumer advocates (29.8%), self-interested shoppers (40.5%), and moderate shoppers (29.8%). There were significant differences among the three groups in the degree of writing reviews (experience of writing reviews, frequency of writing reviews, amount of writing reviews, intention of writing reviews, and duration of writing reviews, frequency of online shopping) and age. For five aspects of writing behavior, the group of other consumer advocates who is mainly comprised of 20s had higher scores than the other two groups. There were not any significant differences between self-interested group and moderate group regarding writing behavior and demographics.

• The Korean Journal of Food And Nutrition
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• v.36 no.4
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• pp.222-235
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• 2023

In this research, we examined the shifts in determinants influencing the frequency of eco-friendly food purchases pre- and post-COVID-19. Our analysis utilized filtered 2019-2021 Consumption Behavior Survey data from the Korea Rural Economic Institute Food, excluding any irrational responses. Given the nature of the dependent variable, a multinomial logistic regression model was employed with demographic factors, variables pertaining to food consumption behavior, and variables concerning food consumption awareness as predictors. Following the onset of the COVID-19 pandemic, an individual's level of education was observed to positively influence the frequency of eco-friendly food purchases. In contrast, income level and fluctuations in food consumption expenditure did not appear to have a discernible impact on the purchasing frequency of such eco-friendly products. Irrespective of the advent of COVID-19, variables such as the frequency of online food purchases, the utilization of early morning delivery services, dining out frequency, and the intake of health-functional foods consistently demonstrated a positive correlation with the propensity to purchase eco-friendly foods. Overall, consumers prioritizing safety, quality, and nutrition over price, taste, and convenience in their procurement decisions for rice, vegetables, meat, and processed foods exhibit an increased inclination toward the acquisition of eco-friendly food products.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.51 no.5
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• pp.466-476
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• 2006

The objective of this study was to compare and analyze the acceptability and consumption attitude for soy foods between Korean and Canadian university students as young consumers. This survey was carried out by questionnaire and the subjects were n=516 in Korea and n=502 in Canada. Opinions for soy foods in terms of general knowledge were that soy foods are healthy (86.5% in Korean and 53.4% in Canadian) or neutral (11.6% in Korean and 42.8% in Canadian), dairy foods can be substituted by soy foods (51.9% in Korean and 41.8% in Canadian), and soy foods are not only for vegetarians and milk allergy Patients but also for ordinary People (94.2% in Korean and 87.6% in Canadian). In main sources of information about soy foods, the rate by commercials on TV, radio or magazine was the highest (58.0%) for Korean students and the rate by family or friend was the highest(35.7%) for Canadian students. In consumption attitude, all of Korean students have purchased soy foods but only 55.4% of Canadian students have purchased soy foods, and soymilk was remarkably recognized and consumed then soy beverage and margarine in order. 76.4% of Korean students and 65.1% of Canadian students think soy foods are general and popular and can purchase easily, otherwise, in terms of price, soy foods were expensively recognized as 'more expensive than dairy foods' was 59.1% (Korean) and 54.7% (Canadian), and 'similar to dairy foods' was 36.8% (Korean) and 39.9% (Canadian). Major reasons for the rare consumption were 'I am not interested in soy foods' in Korean students (27.3%) and 'I prefer dairy foods to soy foods' in Canadian students (51.7%). However, consumption of soy foods in both countries are very positive and it will be increased.

• Proceedings of the Korea Society of Costume Conference
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• 2001.04a
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• pp.46-47
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• 2001

본 연구의 목적은 청년기 여성의 국내 및 외국 의 류상표선태과 가정의 가치지향성 및 물리적 가정환 경과의 관계를 조사하며. 상표선택에 따른 상표결정 동기의 차이를 파악하고 의복구매 후 만족도에 영향을 주는 특성을 조사하는 데 있다. 연구방법은 질문지법을 사용하였으며, 조사대상은 서울시내 여고생과 여자대학생 408명이었다(여고생 224명, 여대생 184명). 가정환경변인 측정도구는 정원식의 '가정환경진단검사'중에서 가정의 가치지향 성을 사용하였으며. 사회상승주의, 물질주의, 전통주 의에 관한 내용을 포함하였다. 상표선택은 최근에 구 입한 캐주얼웨어의 상표에 대한 내용과 구입희망 상 표를 조사하였으며, 상표결정동기는 5점 척도의 10 문항을 사용하였다. 가정의 물리적 환경은 부모의 학력, 사회계층, 주거공간을 조사하였으며, 인구통계적인 변인으로 학년, 연령, 용돈을 조사하였다. 조사기 간은 2000년 4월이었다. 본 연구의 결과는 다음과 같다. 첫째, 여고생 및 여대생이 구입한 의류상표는 국 내상표가 24.0%. 외국 상표가 37.5%. 상표명을 기억 하지 않는 상표무관심 집단이 38.5%였다. 구입희망 상표는 외국상표가 48.8%. 국내상표가 26.0%. 무관 심집단이 25.2%로서 구입한 상표보다 구입희망상표 의 경우 외국상표가 더 높은 비율을 나타냈다. 둘째, 가정의 가치지향성은 국내 및 외국의류상표 구입집단에 따라 유의한 차이가 없었다. 그러나 가정 의 가치지향성 중에서 사회상승주의는 구입희망 집 단에 따라 유의한 차이가 있어, 외국상표 구입희망 집단은 가정의 사회상승주의가 높았고, 상표무관심 집단은 사회상승주의가 낮았다. 따라서 사회적 지위 상승을 추구하는 가치관을 지닌 가정의 청소년들은 부모의 가치관에 영향을 받아 외국상표 의류를 희망 하여 의복을 통해 신분상승을 추구하려는 정도가 높은 것으로 해석된다. 셋째, 국내 및 외국 의류상표 구입집단운 부모의 학력, 가정의 사회계층 및 주거공간과 유의 한 관계가 있었다. 아버지와 어머니의 학력이 대졸 이상의 경우 는 외국상표를 더 많이 구입하였고, 부모띄 학력이 고졸인 청소년은 상표 무관심집단이 많았다. 또 상류 층은 외국상표 및 국내상표를 구매한 비율씨 비슷하 게 높았으나 하류층은 상표 무관심집단이 더 많은 편이었다. 구입회망상표와 사회계층 및 주거공간과 는 유의한 관계가 없었다. 따라서 청년기 여성은 가정의 사회계층과 관계없이 외국상표의 구입을 희망 하는 정도가 높다고 할 수 있다. 넷째, 외국상표 구입 집단은 국내상표 구입 집단 보다 상표를 미리 결정하는 경우가 더 많았고. 백화 점에서 구입하는 정도가 더 높았다. 또한 여대생은 의류상표선택과 용돈이 유의한 관계가 없었으나 여고생은 유의한 관계가 있었다. 다섯째. 외국상표 구입집단은 국내상표 구입집단 보다 주위 사람의 상표와 상표의 명성이 더 높은 구입동기로 작용하였으나. 품질, 유행, 할인가, 디자인, 가격, 착용감은 유의한 차이가 없었다. 여섯째, 상표결정동기 중 할인가 구매는 가정의 사회상승주의 및 물질지향주의와 유의한 정적 관계 가 있었고, 적절한 가격도 물질지향주의와 정적 관계 를 나타냈다. 가정의 전통주의는 의복의 디자인과 부 정적인 관계, 상점의 위치와는 정적관계가 있었다. 따라서 전통주의적인 가치관을 지닌 가정의 자녀는 편리한 상점의 위치가 상표결정동기로 작용하는 데 영향을 주는 특성임을 알 수 있다. 일곱째, 의복만족에 동시에 영향을 주는 요인은 디자인, 면안성, 타인의 착용( - ). 상표의 명성, 외국 상표선택, 의복품질로 나타났으며. 6개 변인을 통한 설명력은 24.4%였다. 즉 상표를 결정할 때 디자인, 편안성, 상표의 명성, 의복품질을 고려하며. 주위사람들이 착용한 상표를 고려하지 않을수록 만족도가 높았으며, 외국상표를 선택한 집단일수록 만족도가 높았다. 종합적으로 볼 때 가정의 사회상승주의가 높은 청년기 여성은 외국상표 구입을 희망하는 비율이 높고 부모의 사회경제적 지위가 높을수록 외국상표 구입 빈도가 높았으며. 외국상표를 구입한 여성은 의복구 매 후 만족도가 높았다. 또한 청소년들이 외국 의류 상표를 구매하는 데에는 상표의 명성과 타인의 옷차 림이 영향을 주었으나, 타인의 착용에 영향을 받는 정도가 높을수록 의복 구매 후 만족도는 낮아진다고 할 수 있다.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.99-118
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• 2019

This study confirmed the followings based on analysis of language messages in 718 advertisement in , AMOREPACIFIC's beauty magazine, published from 1958 to 2018 by product categories, era, in terms of purchase information, persuasive expression, word type. First, the number of pieces among 1980s to 1990s advertisement were the largest and, in terms of product categories, there were the greatest number of pieces in skincare, makeup and mens products. Second, headline and bodycopy had a different aspect in persuasive expression. "focused on image-making" was mainly used for head lines. Specifically, "situational image" was generally dominant. While the "user image" was higher before 1990's, "brand image" was as recent times. "Informal" was mostly applied for bodycopies, especially, "general information" and "differentiated information" was used the most. It is important to know what kind of information the brand established in each brand should be embodied rather than simply dividing the appeal method into "rational appeal" and "emotional appeal."Third, persuasive expression has different aspects in headlines and body copies. "focused on image-making" was mainly used as headlines. Specifically, "situational image" is dominant. Also, "user image" was high before 1990s but "brand image" got higher in recent times. "Informal" was mostly used as body copies, especially "general information" and "differentiated information" were the most frequently selected. Therefore, it is important to apprehend which information to specify established images by brands, rather than to divide "rational appeals" and "emotional appeals". Lastly, categorizing word type into brand names and headlines, foreign language was the most dominant in brand names and Chinese characters in headline. Remarkably, brand names in native language temporarily high in 70's and 80's, which could be interpreted to be resulted from the government policy promoting native language brands in those times. In addition, foreign language was frequently used in cosmetics and Chinese characters in men's product. It could be explained that colors or seasons in cosmetic products were expressed in foreign language in most case. On the other hand, the inclination of men's product consumers, where they pursue prestige or confidence in Chinese character, was actively reflected to language messages.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.5
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• pp.640-649
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• 2018

This study analyzed the consumer awareness of cycling wear using web mining, one of the big data analysis methods. For this, the texts of postings and comments related to cycling wear from 2006 to 2017 at Naver cafe, 'people who commute by bicycle' were collected and analyzed using R packages. A total of 15,321 documents were used for data analysis. The keywords of cycling wear were extracted using a Korean morphological analyzer (KoNLP) and converted to TDM (Term Document Matrix) and co-occurrence matrix to calculate the frequency of the keywords. The most frequent keyword in cycling wear was 'tights', including the opinion that they feel embarrassed because they are too tight. When they purchase cycling wear, they appeared to consider 'price', 'size', and 'brand'. Recently 'low price' and 'cost effectiveness' have become more frequent since 2016 than before, which indicates that consumers tend to prefer practical products. Moreover, the findings showed that it is necessary to improve not only the design and wearability, but also the material functionality, such as sweat-absorbance and quick drying, and the function of pad. These showed similar results to previous studies using a questionnaire. Therefore, it is expected to be used as an objective indicator that can be reflected in product development by real-time analysis of the opinions and requirements of consumers using web mining.

• Journal of Intelligence and Information Systems
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• v.20 no.2
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• pp.123-136
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• 2014

Recently, online shopping has further developed as the use of the Internet and a variety of smart mobile devices becomes more prevalent. The increase in the scale of such shopping has led to the creation of many Internet shopping malls. Consequently, there is a tendency for increasingly fierce competition among online retailers, and as a result, many Internet shopping malls are making significant attempts to attract online users to their sites. One such attempt is keyword marketing, whereby a retail site pays a fee to expose its link to potential customers when they insert a specific keyword on an Internet portal site. The price related to each keyword is generally estimated by the keyword's frequency of appearance. However, it is widely accepted that the price of keywords cannot be based solely on their frequency because many keywords may appear frequently but have little relationship to shopping. This implies that it is unreasonable for an online shopping mall to spend a great deal on some keywords simply because people frequently use them. Therefore, from the perspective of shopping malls, a specialized process is required to extract meaningful keywords. Further, the demand for automating this extraction process is increasing because of the drive to improve online sales performance. In this study, we propose a methodology that can automatically extract only shopping-related keywords from the entire set of search keywords used on portal sites. We define a shopping-related keyword as a keyword that is used directly before shopping behaviors. In other words, only search keywords that direct the search results page to shopping-related pages are extracted from among the entire set of search keywords. A comparison is then made between the extracted keywords' rankings and the rankings of the entire set of search keywords. Two types of data are used in our study's experiment: web browsing history from July 1, 2012 to June 30, 2013, and site information. The experimental dataset was from a web site ranking site, and the biggest portal site in Korea. The original sample dataset contains 150 million transaction logs. First, portal sites are selected, and search keywords in those sites are extracted. Search keywords can be easily extracted by simple parsing. The extracted keywords are ranked according to their frequency. The experiment uses approximately 3.9 million search results from Korea's largest search portal site. As a result, a total of 344,822 search keywords were extracted. Next, by using web browsing history and site information, the shopping-related keywords were taken from the entire set of search keywords. As a result, we obtained 4,709 shopping-related keywords. For performance evaluation, we compared the hit ratios of all the search keywords with the shopping-related keywords. To achieve this, we extracted 80,298 search keywords from several Internet shopping malls and then chose the top 1,000 keywords as a set of true shopping keywords. We measured precision, recall, and F-scores of the entire amount of keywords and the shopping-related keywords. The F-Score was formulated by calculating the harmonic mean of precision and recall. The precision, recall, and F-score of shopping-related keywords derived by the proposed methodology were revealed to be higher than those of the entire number of keywords. This study proposes a scheme that is able to obtain shopping-related keywords in a relatively simple manner. We could easily extract shopping-related keywords simply by examining transactions whose next visit is a shopping mall. The resultant shopping-related keyword set is expected to be a useful asset for many shopping malls that participate in keyword marketing. Moreover, the proposed methodology can be easily applied to the construction of special area-related keywords as well as shopping-related ones.

• Journal of Nutrition and Health
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• v.53 no.3
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• pp.303-318
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• 2020

Purpose: This study examined the effects of nutritional education related to sugar in elementary school children on nutritional knowledge, attitude, and dietary behavior. Methods: A questionnaire survey on the knowledge, attitudes, and intake related to sugar was conducted on 572 students in grades 4-5, who were attending five elementary schools in Seoul and Gyeonggi-do. Results: Among the survey subjects, 270 (49.8%) were cognitive in education, and 302 (50.2%) were non-cognitive. The sugar-related knowledge score was 3.67 points in the cognitive education group, which was significantly higher than the 3.55 points in the non-cognitive group. The rate of checking the sugar content in the nutrition label was 31.2% in the cognitive education group, which was significantly higher than in the non-cognitive group, 15.4%. The cognitive education group had a higher intake frequency of unsweetened candy, jelly, and raw fruits, and higher sugar intake of unsweetened bread, white milk, and raw fruits than the non-cognitive group. In the case of the cognitive education group, the total knowledge score showed a positive correlation with the food behavior scores, and a negative correlation with the frequency of purchasing snacks after school, and the average sugar intake per day. In the cognitive education group only, the education of nutrition teachers was analyzed as a factor to reduce the total sugar intake. The cognitive group of sugar education tried to eat foods with a lower sugar content than the non-cognitive group, and nutrition education was an important factor affecting the sugar intake. Conclusion: To reduce the sugar intake of elementary school students, it will be necessary to practice oriented-nutrition education by nutrition teachers continuously. In addition, it is important to develop and disseminate various types of nutrition education materials related to sugar that can be utilized easily by nutrition teachers.

• Journal of the East Asian Society of Dietary Life
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• v.25 no.6
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• pp.979-989
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• 2015

The purpose of this study was to investigate the usage and perception jochung Self-administered questionnaires were collected from 445 living residents in the Daegu and Gyeongbuk areas. When purchasing jochung, respondents answered that they considered both health and taste. Recognition rate scores for jochung were in the order of 'brown rice', 'balloon flower', 'plum', and 'corn'. On the other hand, recognition rate scores for 'purple radish', 'sword bean', and 'sasa quelpaertensis' were very low. Preference and intake levels of jochung were in the order of 'plum', 'corn', 'sorghum', 'strawberry' and 'balloon flower'. On the other hand, preferences for 'purple radish', 'sword bean', and 'Hovenia dulcis' were very low. Reasons for eating jochung as a sweetener were identified as due to 'family, friend, or neighbor' (40.1%) and 'for health' (39.2%), and 54.6% ate it once or twice per week. Consumers showed low preference for different jochung used as sweeteners, and did not exactly recognize the characteristics of various jochung. Furthermore, 70.8% replied "increasing" prospects for jochung consumption. To increase consumption of jochung, there is a need for greater hygiene and safety with regards to jochung products as well as variations and improvements in quality.