• The Journal of the Korea Contents Association
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• v.20 no.10
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• pp.134-145
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• 2020

This study focused on the effects of Korean cosmetics selection attributes on Mongolian consumers' brand reliability and purchasing intentions. We are also to verify the relationship impacts between consumers brand reliability in advertising media and the purchase intention on the type of promotion. 255 questionnaires were collected for Mongolian consumers and analyzed using SPSS and AMOS. The analysis shows that product price, image and quality that they have a positive effect on brand reliability, while familiarity has not had a meaningful impact on brand reliability. Moreover, brand reliability has been shown to have a positive effect on purchasing intention. As a result of the adjustment effect test according to advertising media, the relationship impacts between product selection attributes and brand reliability were shown positive effect in part. Finally, the type of sales promotion were found to have a controlling effect between brand reliability and purchasing intention. These results show applicable implications for Korean cosmetics companies in terms of marketing and operations when entering Mongolia's cosmetics industry.

• Journal of the Korean Applied Science and Technology
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• v.38 no.4
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• pp.1156-1164
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• 2021

This study sought to provide basic data on the soccer shoe brand strategy method by verifying the effectiveness of the soccer shoe brand 3i model to derive the importance and implications of the brand 3i model. Therefore, the sample was selected for those who have purchased soccer shoes for the past three years, and 421 copies of the data were applied to the final analysis. Data processing performed frequency analysis, internal consistency, confirmatory factor analysis, correlation analysis, and structural equation model analysis, all of which utilized SPSS (ver. 21.0) and AMOS (ver. 20.0) programs. The conclusions of this study are as follows. First, soccer shoe brand 3i model had a significant influence on brand trust. Second, brand trust had a significant influence on consumer purchasing behavior. Third, soccer shoe brand 3i model had a significant influence on consumer purchasing behavior. Lastly, brand trust between soccer shoe brand 3i model and consumer purchasing behavior showed partial mediated effect.

• The Journal of the Korea Contents Association
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• v.13 no.1
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• pp.73-82
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• 2013

The purpose of this study is to explore attributes of trusted blog product-reviews and to examine the weight of each attribute. First, the attributes of trusted blog product-reviews were collected through consumer interviews. Second, the trust attributes were examined in terms of their relative importance. The results are: 1) Thirty-five of trust attributes were discovered and categorized into 'popularity', 'presence', 'attractiveness', 'trustworthiness', and 'expertise'. 2) In general, attributes reflecting usefulness, trustworthiness and attractiveness seemed the most important trust factors. 3) 'presence', which have not been highlighted so far in trust research, was emerged as an important trust factor in the web blog context. Theoretical and practical implications were discussed.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.94-102
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• 2016

The purpose of this study was to investigate the effect of corporate association of sports equipment companies on brand trust, and brand loyalty. The subjects were college student and 400 data were collected and 385 of them were chosen as for final data analysis. Data analysis were conducted using frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis and structural equation modeling with SPSS 22.0 and AMOS 22.0. Based on the above study method and procedures, the results of the study are summarized as follows: First, corporate ability association and corporate social responsibility association had a positive effect on brand trust. Second, brand trust had a positive effect on brand loyalty.

• International Area Studies Review
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• v.14 no.2
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• pp.133-158
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• 2010

This study investigate the impacts of chinese consumers' animosity and ethnocentrism on trust and purchase intention to made-in Korea product. This study's results are as follows. First, chinese consumers' animosity and ethnocentrism positively correlate one another. Second, chinese consumers' animosity negatively affect their trust and purchase intention to 'made-in Korea' products. Third, chinese consumers' ethnocentrism don't have any impact on their trust and purchase intention to 'made-in Korea' products. And lastly the trust to 'made-in Korea' products positively affect purchase intention. These findings have practical implications for the Korean firms and marketers marketing in China.

• Asia Marketing Journal
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• v.2 no.4
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• pp.13-35
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• 2000

기존의 관계마케팅에 대한 연구에 있어서 소비자 만족과 같은 고객의 평가에 대한 경험적 연구들이 많이 진행되어 왔지만 기업에 대한 소비자들의 관계성이 강하고 약한 다양성을 구분하지 못하고, 대부분의 연구들이 상대적으로 단기적이거나 약한 관계에 대한 실증연구의 결과들을 제시하고 있기 때문에 상대적으로 관계지향성이 높은 고객에 대한 연구가 필요하다. 따라서 본 연구는 거래적 교환관계에서부터 관계지향적 교환관계까지의 연속적 고객관계선상에서 비교적 관계지향성이 높은 고객과의 관계구축을 구전의도와 재구매의도에 영향을 미치는 요인의 관점에서 살펴보고자 하였다. 먼저 관계마케팅에서 핵심적인 구성요소인 요인별 만족과 전반적 만족 그리고 몰입과 신뢰 개념을 검토하고, 이들 구성요소들간의 관계를 파악한 후, 재구매의도에 대한 몰입과 신뢰의 효과를 검토하였다. 본 연구에서는 기업과 5년이상 장기적인 관계를 유지하고 있는 심야전력고객을 대상으로 하여 실증연구를 실시하였는데, 분석 결과 전반적 만족은 요인별 만족과 구전의도에 매개적 역할을 하는 것으로 나타났으며, 관계적 교환관계에 있어서 요인별 만족과 재구매의도는 신뢰와 몰입수준에 의해 매개되는 것으로 나타났다. 또한 요인별 만족이 신뢰와 몰입에 미치는 영향도 다르게 나타났는데, 심야요금제도와 서비스맨에 대한 만족이 몰입에 영향을 미치며, 제품요인과 대리점 요인에 대한 만족이 신뢰에 영향을 미치는 것으로 나타났다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.9 no.4
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• pp.163-173
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• 2014

Since the 1990s, the brand has established itself as an important factor to consumers. Consumers is affected by not only the product's physical properties and functions but also the sensitivity associated with the consumption or the product itself. Thus, Many studies has been very active because of the increased interest to the brand that is recognized as one of the intangible assets that create value for the company. The purpose of this paper is to provide the result of methodical analysis about the relationship among leading variables that affect on brand loyalty. Concretely, by methodically defining the relationship among perceived brand quality, customer satisfaction and brand trust, that is leading variable which affect on brand loyalty, focused on frequently used oil companies, this paper would suggest scientific and practical implications through draw a conclusion that this relationship contributes on brand loyalty. The results of empirical test are as follows. Customer perceived brand quality based on fuel quality, positively influence on customer satisfaction and brand trust. Then, customer satisfaction and brand trust positively influence on brand loyalty. According to the results of this study in the oil market, customer cannot distinguish fuel product quality itself among oil companies. Therefore it is strongly suggested that oil companies build and maintain brand loyalty on the basis of perceived brand quality, customer satisfaction and brand trust.

• Management & Information Systems Review
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• v.34 no.1
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• pp.143-162
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• 2015

The purpose of this study was to investigate the structure relationship through the empirical analysis between the factors that affect the perception of the consumer for the fair trade products. Most of the previous research on consumer reactions associated with fair trade products are limited to certain situations that are characterized as exploratory look. Specifically, this study suitability as a key factor associated with consumer awareness of the fair trade products through review of the literature, reliability, consumption values, attitudes and purchase intention presentation, and was to examine the effect relationship. Although most of the theories are employed through empirical analysis, the relationship between reliability and purchase intention (H5), there was no statistically significant effect relationship. The results of this study are expected to provide significant implications in the establishment of the company's marketing strategy to sell fair trade products with the comprehensive understanding of the consumer recognition of the fair trade products.

• Journal of the Korea Convergence Society
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• v.10 no.3
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• pp.243-248
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• 2019

This study was designed to prepare measures for future development and growth of local cosmetics industry by examining awareness, purchasing behaviors and satisfaction of beauty professionals with regard to Korean brand mask packs that have recently created a big trend in the beauty market. According to the results of survey, 80.6 percent of the respondents said that the most important factor in buying a mask pack was 'effect,' and as for the needed improvement of mask packs, 33.7 percent responded 'effect,' indicating that consumers still find the function of a product is unreliable. In addition, the respondents said that 'K-beauty effect' was the reason why mask packs were highly popular abroad, especially in China, and items that can promote beauty market were also said to be 'K-beauty advertising and promotion,' so it is believed that a good impression of K-culture rather than its own efficacy or reliability is leading to the present results. Therefore, K-beauty industry is expected to grow further in the global market if domestic and abroad consumers' confidence on the product is gained through the development of superior products that have improved effect and usability.

• The Journal of the Korea Contents Association
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• v.12 no.7
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• pp.336-345
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• 2012

Under the influence of information technology, there has been a significant change in the consumers' attitude and behavior toward the cultural products. Especially, the social network service (SNS) is predicted to effectively facilitate the growing interaction among potential consumers, which may lead to consumption of the cultural products. The goal of this study is thus two-fold: (a) to investigate the characteristic features of the digital environments based on SNS, and (b) to examine how these factors result in the purchase of the cultural contents. The survey data identified the digital environments as Informational interaction, Information connectivity, and Informational trust in the SNS environment. Subsequently, the structural equation methods confirmed that these factors facilitate consumers' participation in the information network and promote consumers' emotional attachment to the cultural contents, which eventually lead to the positive attitude toward the purchase of the cultural contents.