• Science of Emotion and Sensibility
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• v.22 no.3
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• pp.65-76
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• 2019

Augmented reality (AR) is the technology in which a virtual image made by computer is integrated with the real world. Food is one of the most popular products purchased online. In this study, we investigated how the presentation of food images with AR affects purchase intention and user engagement. We hypothesized that purchase intention was increased more by AR food images than by static food images. We also examined whether user engagement mediates the relationship between image presentation format and purchase intention. To test this hypothesis, participants in one group saw AR food images, and participants in another group saw static food images on an iPad. All participants then answered questions about user engagement and purchase intention. As predicted, participants who saw an AR food image reported higher user engagement and higher purchase intention than did those who saw a static food image. The indirect effect of user engagement was also significant, and the link between image presentation format and purchase intention was fully mediated by user engagement. We also found that aesthetic appeal, one of the sub-factors of user engagement, fully mediated the link between image presentation format and purchase intention. Thus AR images of food images were aesthetically more appealing, which led to higher purchase intention. These findings suggest that AR technology can be used effectively as a way to advertise food.

• Culinary science and hospitality research
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• v.21 no.4
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• pp.192-206
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• 2015

A study was conducted on dietitians in the Gyeonggido area to analyze the effect of purchase decision and attitude related factors regarding environmental-friendly agricultural products. The results of the factor analysis, correlation analysis and a multiple regression analysis are as follows. Many dieticians prefer environmental-friendly agricultural products, but they are reluctant to pay more money to purchase them. It was found that purchasing decision factors were 'loyalty' at 0.920, 'perceived quality' at 0.791, 'awareness' at 0.862, and 'brand' at 0.801. To conclude, the research result shows a statistically very close and positive correlation between the dieticians' attitude on environmental-friendly agricultural products and purchase decision. Other factors of quality(r=.296, p<.01), brand(r=.350, p<.01), loyalty(r=.558, p<.01), and awareness (r=.496, p<.01) acted as the most meaningful and significant variables. In short, of the dieticians surveyed in Gyeonggido province, the more favorably disposed to organic products, the more likely they are to purchase them. Accordingly, it is necessary for dieticians to be educated so that they may have greater awareness of environmental-friendly agricultural products. Furthermore, there is a need for more follow-up studies in order to gain an understanding of how to improve dieticians' attitudes on using organic products.

• Proceedings of the Korea Information Processing Society Conference
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• 2010.11a
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• pp.568-571
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• 2010

본 논문은 인터넷에서 사용자가 물품을 구매하고자 할 때 구매를 원하는 것의 상품평을 미리 볼 수 있는 프로그램을 설계하고 구현하였다. 구매 물건의 동종 모델에서 어느 제품을 구매하여야 할지 사용자의 선택이 어려운 경우 고객의 의사결정에 도움을 주고자 해당 상품을 이미 구매한 고객들의 의견 중에서 긍정적인 면과 부정적인 면 중 어떤 성격이 더 강한지를 판단하는 상품평 분석 도구이다. 본 프로젝트에서는 사용자의 물품 구매를 돕는 상품평 분석 도구의 기능은 첫째, 인터넷 게시판과 블로그(blog)의 글을 수집하고, 이를 분석해서 긍정/부정/보통의 의견들을 그래프로 표시하여 구매 의사 결정에 도움이 준다.

• Journal of Korea Entertainment Industry Association
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• v.13 no.4
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• pp.207-216
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• 2019

The purpose of this study was to analyze the relationships among soccer media involvement experience(SMIE), purchase intent(PI) and continued participation intent(CPI) in soccer clubs and provide basic data necessary for the sustainable growth of soccer clubs and related goods companies. In order to accomplish such study purposes, the study employed a survey method with a total of 327 amateur soccer players residing in G metropolitan city. The data from the survey questionnaires were validated through exploratory factor analysis and reliability test. The data were analyzed through descriptive statistics, correlation analysis and multiple regression analysis at the significance level of .05. Accordingly, following findings were derived from the current study. First, the level of interest was the highest among SMIE factors, followed by challenge and technology. Second, the level of alternative evaluation was the highest among PI factors, followed by purchase recognition, problem recognition, and information search. Third, technology factor in SMIE had a negative effect on PI. Fourth, technology factor in SMIE had a positive effect on CPI. Lastly, among PI factors, problem recognition had a negative effect and alternative evaluation had a positive effect on CPI.

• Design Convergence Study
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• v.14 no.4
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• pp.277-292
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• 2015

Recently, as TV home shopping has entered into the stage of stability, competition between the same lines of business has become more intense. Thus, this research goals have been determined in order to analyze the purchase intent of customers related with the genre and tempo of background music of TV home shopping by different types of products. In order to achieve the research goals, thorough research on related literatures have been conducted and found out about the background music. Furthermore, the characteristics of background music of actual TV home shopping broadcasting have been analyzed, focusing on the genre and tempo of the music. In addition, a survey has been conducted in order to verify what kind of music genre and tempo of the background music has an influence on the highest purchase intent of the chosen three products(sportswear, household appliances, fresh and processed foods). This study investigated the influence of background music of TV home shopping in relation to the purchase intent of customers. Also, this study has significance in the sense that it analyzed the causal relationship between the background music of home shopping and reactions of customers by categorizing products in details and using the music genre and tempo as the independent variables that affect the purchase intent of customers.

• Proceedings of the Korean Society for Information Management Conference
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• 2015.08a
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• pp.109-114
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• 2015

인터넷 서점은 대형 프랜차이즈 서점만으로도 1백 60여 종에 이른다. 국내 서적 거래의 규모는 약 3조원인데, 이 중 인터넷 서점이 차지하는 규모는 1999년의 150억 이후 꾸준히 증가하여 2001년에는 1200억으로 전체 규모의 약 4%를 차지할 정도다. 출판시장이 감소되고 인터넷 서점의 시장점유율이 기하급수적으로 증가하고 있는 상황에서, 인터넷 서점의 도서 구매를 적극 활용하는 것은 출판시장을 되살리는 계기가 될 수 있다. 본 연구는 인터넷 서점의 활용 방안 중 이용자들에게 제공되는 인터넷 서점 내 리뷰가 이용자들의 구매 확정 의사에 영향을 미칠 것이라고 예상했다. 이에 따라 공공도서관 이용자 85명을 대상으로 설문조사를 실시하였고, 설문결과를 바탕으로 인터넷 서점 리뷰가 인터넷 서점 이용자의 구매 의사결정에 미치는 영향을 분석하였다. 인터넷 서점 리뷰 외에 구매자의 구매 의사 결정에 영향을 주는 다른 요인이 있는지 연구하였다.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2008.10b
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• pp.583-588
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• 2008

본 연구는 인터넷 쇼핑몰의 고객만족과 지속사용의도를 예측하기 위해 구매 경험자를 대상으로 구매의사 결정 시 이용한 정보에 대한 사후 만족 측정을 통해 정보원천의 중요성과 영향력을 규명하고자 하였다. 이를 위해 인터넷 쇼핑몰에서의 구매와 관련된 기대형성에 정보원천이 미치는 영향과 전통적인 기대불일치 패러다임하에서 기대불일치와 만족간의 관계를 온라인 환경에서는 정보만족이 매개함을 살펴보았다. 분석결과 첫째, 정보원천 중 자신의 구매경험이 기각되었으며 반면 다른 소비자의 소비경험인 온라인 구전정보가 가장 많은 영향을 미치는 것으로 나타났다. 둘째, 전통적인 기대불일치이론과 달리 인터넷 쇼핑몰에서는 전반적 만족에 대한 정보만족의 매개효과가 나타났다. 셋째, 전반적 만족에 대해 정보만족이 직접효과가 가장 높은 것으로 나타났다. 넷째, 의사결정 유용성은 전반적인 만족과 지속사용의도에 직접 효과가 있는 것으로 나타났다. 이는 온라인 환경에서의 정보의 중요성을 실증한 것으로 정보를 통한 기대관리, 정보만족을 기반으로 한 고객만족과 지속사용을 예측할 수 있게 해준다.

• Journal of dental hygiene science
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• v.15 no.1
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• pp.77-82
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• 2015

The purpose of this study was to understand the buying behavior characteristics of the customers. Also, it was intended to provide information to provide companies marketing strategy. The criteria of purchasing toothpaste was to try to understand the impact on satisfaction, recommendation and repurchase Intention. The study was surveyed 248 customers who re-buy the toothpaste in oral care products showroom at university dental hospital. Statistical analysis was performed using PASW Statistics 18.0 and AMOS 18.0 at the 5% significance level. The results were as follows: 'Flavor', 'Price', 'Brand', 'Function', 'Design' of toothpaste and satisfaction showed a positive correlation. Satisfaction and repurchase intention, Recommendation showed a positive correlation. Selection criteria that affect the satisfaction when customers buy toothpaste, 'Function' was the greatest and others became the order of the 'Brand', 'Flavor', 'Price'. Satisfaction affect the recommendation and repurchase Intention. If customers are satisfied with the toothpaste products, showed the Repurchase Intention, have shown opinion that is willing to recommend this product to others. Therefore, dentistry and manufacturers of toothpaste must share a lot of information about toothpaste with customers. Also, information, function, flavor of toothpaste as well as other oral care product, It will be a needed the continuing research and development.

• Science of Emotion and Sensibility
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• v.24 no.3
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• pp.41-60
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• 2021

The purpose of this research was to determine whether multimodal cues in an online shopping environment could enhance tactile consumer mental imagery, purchase intentions, and attitudes towards an apparel product. One limitation of online retail is that consumers are unable to physically touch the items. However, as tactile information plays an important role in consumer decisions especially for apparel products, this study investigated the effects of multimodal cues on overcoming the lack of tactile stimuli. In experiment 1, to explore the product, the participants were randomly assigned to four conditions; picture only, video without sound, video with corresponding sound, and video with discordant sound; after which tactile mental imagery vividness, ease of imagination, attitude, and purchase intentions were measured. It was found that the video with discordant sound had the lowest average scores of all dependent variables. A within-participants design was used in experiment 2, in which all participants explored the same product in the four conditions in a random order. They were told that they were visiting four different brands on a price comparison web site. After the same variables as in experiment 1, including the need for touch, were measured, the repeated measures ANCOVA results revealed that compared to the other conditions, the video with the corresponding sound significantly enhanced tactile mental imagery vividness, attitude, and purchase intentions. However, the discordant condition had significantly lower attitudes and purchase intentions. The dual mediation analysis also revealed that the multimodal cue conditions significantly predicted attitudes and purchase intentions by sequentially mediating the imagery vividness and ease of imagination. In sum, vivid tactile mental imagery triggered using audio-visual stimuli could have a positive effect on consumer decision making by making it easier to imagine a situation where consumers could touch and use the product.

• The Journal of the Korea institute of electronic communication sciences
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• v.5 no.4
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• pp.457-463
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• 2010

In this study I hope to answer the questions, "In real estate marketing, what are the steps on Purchase and Postpurchase Behavior in Real Estate Marketing?" The findings of this study can suggest the implications as follows. As the purchase decision making process of consumer in real estate marketing, purchase and postpurchase behavior are specifically proposed. They will contribute to the theoretical progress of understanding on consumer behavior in real estate. And this study enlarges general marketing to real estate marketing by analyzing specific purchase and postpurchase behavior in real estate.