• CRM연구
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• v.4 no.1
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• pp.1-18
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• 2011

The consumer's expectation of companies' social responsibilities has been continuously getting higher as the consumerism has been matured. So, the company has faced the shift to move forward to the positive social activity such as charity, donation, and sponsorship. In addition, the company which does make a success needs to reach goals not only to maximize profits but also to make justices of social and cultural boundaries. Thus, success of an enterprise aims at the maximization of profits as the economic objective and the creation of competitive, powerful brands. Accordingly, as enterprises consider social responsibility as the concept of effective investment to enhance the asset value of corporation, they seek to extend their brands in order to pursue cause-related marketing, which accomplishes and complements two objectives each other the performance of social responsibility and the pursuit of powerful brand assets. In Korea, there are traditional ritual ceremonies such as ceremonies of coming-of-age, marriage, funeral, and ancestor worship and they consider those ceremony occasions as very important. Moreover, social positional grade of rank like the two upper classes of old Korea made people pretend to be noble and sensitive to other people around themselves. This old custom could influence Korean people's way of life, especially, consumer-action. This deep rooted custom also could influence consumption life considerably. Through this study, we can understand the consumer behaviors of Korean who consider ritual ceremonies and saving face as essential and are influenced by this culture. on another hand, we intend to check the effects on buying luxury brands.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.527-541
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• 2020

Consumers' favorable attitude toward ethical brands, and the rise of ethical consumers, is a recent global trend. Nevertheless, prior studies have emerged that favoring ethical products does not necessarily lead to consumers' purchase. Focusing on this, authors attempted to explore what perceptions of the brand lead to purchase behavior. Three experiments were conducted for this purpose. Results are as follows. First, even in ethical products, consumers choose the product when it is perceived as more ethical. This tendency has been shown for both eco-friendly type and donation type products. Second, when there was no noticeable difference in ethicality, ethical consumers consider brand reputation as an important factor in choice. Third, results remains regardless of consumer individual characteristics (consumer altruism, conspicuousness). Note that, unexpectedly, the underdog effect was not observed among altruistic consumers. Several implications, limitations of research, and suggestions for future research were discussed.

• The Journal of the Korea Contents Association
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• v.7 no.5
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• pp.184-192
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• 2007

A social trend can change market trend because it influences on consumer's lifestyle. Therefore the trend has been considered as an important factor for planning and producing new items. If a new trend occurred, its impact on market needs to be examined. Recently, well-being became top global issue and it caused many changes on packaged food products. This study focuses on measuring the impact of well-being trend on package design. The range of products for this research is limited to packaged food product selling in discount stores because it is main category to show well-being trend. Generally, good package design generates impulsive buying at the point of purchase. Colors on packages are critical point for good product design and they are also reflecting social trend to meet their consumers' psychological desires. After gathering basic information from market research, several colors had been selected and classified. For providing specific evidences result from the trend, the role of four major colors have been compared and analyzed. Finally, questionnaire had been handed out to trendy consumers to reach consensus on well-being color.

• Journal of Food Hygiene and Safety
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• v.24 no.2
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• pp.111-123
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• 2009

We investigated the consumption inclinations of consumers for environmentally-friendly agricultural products (EFAP) for better production and distribution of EFAP. Consumer inclinations in large supermarkets from April 7th to 30th, 2008 were surveyed. Data were analyzed using the SPSSWIN 12.0 program. Results showed that 90.4% of consumers recognized EFAP and 76.4% of those who recognized the products had actually bought the products. Members of the "have purchased group" bought EFAP once a week because they believed these products were safe from hazards, such as pesticide. The amount spent on EFAP was less than 20% of the total food budget and the major consumed items were green vegetables and fruits. The sale location was mainly large supermarkets and agricultural cooperation outlets. Although many people were satisfied with EFAP from the viewpoint of nutritional and sensory qualities and safety compared with general agricultural products, they were notsatisfied with the price. Many consumers trusted that EFAP were safe and nutritional. Members of the "not purchased group" also trusted the nutritional and sensory qualities of EFAP and recognized the safety issue, but they were not satisfied with the price, compared with general agricultural products. Consequently, to succeed in the market, EFAP should maintain the confidence of the consumer while decreasing in price.

• Journal of the Korea Society of Computer and Information
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• v.19 no.2
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• pp.193-200
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• 2014

Due to the advent of ubiquitous computing environment, it is becoming a part of our common life style. And tremendous information is cumulated rapidly. In these trends, it is becoming a very important technology to find out exact information in a large data to present users. Collaborative filtering is the method based on other users' preferences, can not only reflect exact attributes of user but also still has the problem of sparsity and scalability, though it has been practically used to improve these defects. In this paper, we propose clustering method by user's features based on SOM for predicting purchase pattern in u-Commerce. it is necessary for us to make the cluster with similarity by user's features to be able to reflect attributes of the customer information in order to find the items with same propensity in the cluster rapidly. The proposed makes the task of clustering to apply the variable of featured vector for the user's information and RFM factors based on purchase history data. To verify improved performance of proposing system, we make experiments with dataset collected in a cosmetic internet shopping mall.

• 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 Service Research and Studies
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• v.13 no.2
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• pp.146-160
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• 2023

The spread of non-face-to-face services due to the COVID-19 pandemic has brought many changes in consumers' purchasing behavior and attracted much attention to new services. Could trying new services caused by this sudden environmental change alter consumers's choice patterns? This study proposes the research question of whether these new service experiences can change consumers' existing choice behavior, especially for risk-averse consumers who maintain their existing choice behavior or prefer safe alternatives. In this study, we examined whether trying out an unmanned payment services, one of innovative services that emerged after the pandemic crisis, can change the existing choice behavior of risk-averse consumers, i.e., make them more likely to prefer risky alternatives to safe alternatives. To accomplish these research goals, this research conducted one pilot survey and one study. The results of pilot survey showed that the stronger the prevention-focus tendency, the lower the self-efficacy to use the innovative service, with a negative relationship between them. Based on these findings, the study used an experimental method to examine the interaction effects between the use of innovation services and consumers' regulatory focus in a choice behavior and to explore the psychological mechanisms behind them. According to the results, it is found that prevention-focused consumers were more likely to choose risky alternatives and dissimilar extended brands following a trial of an unmanned payment service compared to not using that service. In contrast, promotion-focused consumers did not show different choice patterns regardless of following a trial of an innovative service. Furthermore, these results for prevention-focused consumers confirm the role of self-efficacy as a psychological mechanism. These findings shed light on the role of self-efficacy which has discussed in positive psychology into marketing area. Moreover, practical and academic implications are suggested by the finding that behavioral change occurs in risk-averse consumers, who are known to be hesitant to try new behaviors, indicating market expansion related to potential consumers for the use of the innovation services.

• Culinary science and hospitality research
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• v.17 no.3
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• pp.236-258
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• 2011

This study investigates the intake and consumption behavior for milk and dairy products among middle school students in Gyeonggi Province. 'The result of the study is as follows. Only 37.4% of the subjects drink milk everyday, and 56.7% of them drink one cup of milk a day. 69.2% of them usually drink plain milk whereas most of them prefer flavored milk rather than plain milk. Reasons to drink milk are 'want to be tall' and 'good to drink' while the reasons not to drink milk are 'its bad taste' and 'prefer other beverages.' 36.7% take dairy products 3~4 times per week. Male students prefer ice-cream among dairy products while female students prefer liquid-type yoghurt. Most of the students consume dairy products for 'good taste,' 'good to eat,' 'want to be tall' in order. Those who don't consume dairy products say the major reason to dislike dairy products is 'their families do not drink dairy products at home'. As for the health benefit of dairy products, 79.9% of the subjects think that the products are of no effect. When they buy milk and dairy products, the most important standard of selection is 'shelf-life' for milk and 'favorite dairy products' for dairy products. Most of the students think that 'better taste and qualify' and 'better sanitation' will increase their consumption of milk and dairy products.

• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.479-488
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• 2012

The purpose of this study was to determine the impact in visitors' spending on two separate local festivals, and to present the improved market strategies to attract visitors to revisit the local festivals. This study was also intended to suggest the ways to increase the competitiveness and revitalize the local festivals by improving the existing attractions and creating new attractions based on the visitors' evaluation. On the purpose of the study, we studied the visitors of two local ricefests, Icheon Rice Cultural Festival and Rice Festival in Jincheon Chungbuk, and estimated the determinants influencing the visitors' spending to the festivals by applying Tobit model. Finally, to estimate the behavioral differences in visitors of the two festivals, we compared the estimated determinants for the visitors of each festival by using Log-likelihood Ratio, and analyzed the differences in the factors influencing the visitors' spending. Summarizing the propensity of visitor's spending to local festivals, visitors of two rice festivals buy or tended to buy things on impulse. Therefore, festival industry needs to take measures to efficiently accommodate their expenditures from the stage of designing festivals.

• Asia Marketing Journal
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• v.10 no.4
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• pp.1-33
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• 2009

This research investigates the effect of brand-self identification on brand attachment and brand commitment focusing on luxury brand. Another purpose of this study is to examine how the relationships among brand identification, brand attachment and brand committment are moderated by consumers' regulatory focus. Structural Equation Modeling using 214 questionnaires was conducted to test hypothesized model. The results reveal that perceived luxury brand personality including excitement, competence, and sophistication influences brand-self identification positively, which in turn has a signifiant positive effect on the brand attachment. It is also found that consumers' emotional attachment to luxury brands has a positive influence on the luxury brand commitment while the effect of the brand-self identification on the brand commitment is not signifiant. This finding strongly supports that brand attachment and brand commitment are distinct construct, which confirms the results of the previous studies. In addition, the results show that consumers-luxury brands relationships are moderated by consumers' regulatory focus. This finding explains that prevention-focused individuals who have interdependent self-view respond to the loss caused by relationship break more sensitively compared to the promotion-focused consumers. Finally, based on the findings of this study, theoretical contribution and managerial implications are discussed.