• Journal of Korea Society of Industrial Information Systems
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• v.13 no.2
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• pp.56-68
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• 2008

Technology adoption has been an important issue for researchers and practitioners. In this paper, we identified the relationships between intention of technology adoption and technological affinity and other psychometric characteristics. We believe that technology affinity may be one of the general psychometric traits of individuals, and thus people have a different affinity levels which may influence the technology adoption intention. As a result it was found that need for cognition and self efficacy had positive influence on technology affinity, and the affinity also positively affected adoption intention. In addition, it was also found that technology affinity displayed a mediating role for the consumers adoption intention with need for cognition and self efficacy.

• Journal of the Korea Convergence Society
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• v.10 no.6
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• pp.121-128
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• 2019

Fashion display is a part of fashion brand marketing strategy. Today, due to the improvement of consumers' aesthetics, consumers' requirements for display and decoration in fashion stores are also increasing. And color design plays an important psychological role in the display. In this study, the color design of the display is taken as the center, and the status quo, emotional characteristics, psychological and physiological functions of the color design of the display are taken care of. After analyzing specific examples through previous studies, the methods and rules of color design are explored on the basis of these studies, and the principles of color matching beauty are studied to prompt the color design that follows in the display. First, there should be some emphasis on the overall color allocation. Second, the structure of the store needs to be considered. Third, we need to emphasize scientific and reasonable color matching sequence. To sum up, judging this research is of positive significance to the later research on color design.

• KOREAN POULTRY JOURNAL
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• v.19 no.8 s.214
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• pp.59-64
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• 1987

소비 홍보사업은 현재와 미래의 시점에서 그들이 무엇을 원하고 있는가를 잘 파악하여 지속적인 사업으로 실시해야 한다. 그러자면 필연적으로 소비자의 심리분석이 가장 먼저 선행되어야 한다고 본다.

• Life and Agrochemicals
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• v.30 no.2 s.245
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• pp.52-53
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• 2009

• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.653-667
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• 2008

Despite of the importance of design, relatively little research has been conducted on consumers' behavioral responses to product design and especially, the empirical studies which are related to consumers' psychological responses to product design. Understanding of the relationship between the response to product design and brand image or brand equity is limited. This research investigated the effect of the design image which can be formed by the response to product design on brand image and equity in two kinds of product types (utilitarian and symbolic product). The result shows that the product design image has a strong effect on the brand image in both products. Design image of the product influences brand equity in the symbolic product. However, there was no significant effect of the product design image on brand equity in the utilitarian product. In addition, the research found that brand image has a strong effect on brand equity in both products.

• Journal of Distribution Research
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• v.8 no.2
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• pp.41-65
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• 2003

The objectives of this study are to investigate how the difference of consumer behavior between the expected and unexpected price discounts(increases), and mental accounting process affect spending account. Key findings of the study are as follows. First, it is shown that consumer would regard a windfall gain caused by the expected price discount and unexpected one as a different thing(gain}, Second, this study shows that if consumers are presented the price discount on the former purchased item in the case consumers purchase two kinds of items together, they would prefer spending more money on the later item to spending more money on the discounted item. Third, it is shown that consumers are willing to do a planned purchase when they find a store's price raise before arriving at a store(expected increasing) rather than after arriving at a store(unexpected increasing). The theoretical as well as practical implications were also discussed.

• Proceedings of the Korea Society of Design Studies Conference
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• 1999.05a
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• pp.70-71
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• 1999

시장에서 제품 성공에 중요한 요인들 중 빼놓을 수 없는 것으로 제품형태 즉, 디자인이 있다. 특히 특정한 주도자가 없는 복잡한 시장에서 제품 형태는 소비자의 주의를 끌 수 있는 할 방법이다. Broch(1995)의 논문에서 제시된 제품의 형태에 대한 소비자의 반응 모델을 살펴보면, 소비자가 제품에 대해 긍적적이거나 부정적인 반응을 보이는 데에는 제품의 형태에 대한 심리학적 반응들이 작용한다.(중략)

• Journal of Digital Convergence
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• v.19 no.7
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• pp.21-32
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• 2021

This study focuses on the individual characteristics of consumers and creating shared value in relation to recent increasing value consumption. Specifically, it was intended to verify what socio-psychological variables of consumers affect value congruency and product purchase intentions in relation to cosmetics products based on creating shared value activities. In order to verify hypothesis, an online survey was conducted, and the main and mediate effects of the variables were verified through SPSS' Process Macro method. As a result of empirical analysis, the higher the ethical identity, altruism, and consumer effectiveness, the higher the value congruency. Altruism and consumer effectiveness had a positive impact on purchase intentions. We also find that value congruency has a significant mediating effect on the effect of socio-psychological variables on purchase intention. The results of this study provide practical values and implications for companies' need to emphasize consumers' consumption behavior as it can have a significant positive impact on society. It also suggests the importance of finding out what values consumers seek. In other words, this study can provide strategic implications for public relations plans when performing marketing activities by utilizing the values pursued by CSV in companies. Future research will provide strategic implications for promotional measures when marketing is carried out if the consumer's segment is further refined to verify the effectiveness of creating shared value.

• Management & Information Systems Review
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• v.38 no.2
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• pp.29-46
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• 2019

O2O services, a form of mobile commerce, are increasing due to the widespread use of smartphones and the rational consumption trend of young consumers. In addition, the introduction of Social Commerce's O2O service has transformed customer experience into innovation. Therefore, the purpose of this study is to investigate the effect of O2O service characteristics and social commerce provider characteristics on the social commerce 's O2O service as a social psychological image that consumers have at the point of purchase and use time, as a smart shopper feeling and a cheapness shopper feeling. And the relationship between consumer satisfaction and intention to use through Structure Equation Modeling, and to suggest the implications for O2O service management that can provide greater satisfaction to consumers by identifying the process of creating satisfaction of O2O service. The results of the study show that price discounts and scarcity of social commerce's O2O service characteristics have shown that it increases smart shopper feeling. Also, it was confirmed that brand awareness and ease of purchase, which are characteristics of social commerce, confirms the increase of cheapness shopper feeling. We also confirmed the effect of smart shopper feeling and cheapness shopper feeling on satisfaction. This satisfaction has a positive effect on the intention to use. The result of this study is that it is necessary to reduce the cheapness shopper feeling of consumers and to emphasize the price discount and scarcity so that the smart shopper feeling occurs in order to satisfy the consumers who purchase O2O service products.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.12
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• pp.1424-1433
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• 2003

본 연구는 소비자의 의류제품평가에 있어 개인적ㆍ심리적 요인인 자기이미지 및 의복태도의 관련성을 살펴보고자 하였다. 연구결과, 소비자의 의류제품평가는 다차원적인 구조를 가지며, 외관적, 성능적, 외재적, 표현적 요소로 세분화되어 사용되고 있음을 알 수 있었다. 또한 소비자의 자기이미지와 의복태도에 따라 의류제품 평가기준과 의복선호스타일에 유의한 차이가 나타남으로써 이들이 소비자의 의류제품 평가에 영향을 미치는 중요한 변인이라는 것을 확인할 수 있었다. 따라서 이러한 소비자의 자기이미지 및 의복태도는 감성이나 이미지와 같은 요소들의 중요성이 증가하고 있는 최근의 의류시장의 경향에 부합하여 시장세분화의 효과적인 변수로 사용될 수 있을 것이다. 이와 함께 자기이미지 및 의복태도를 통해 세분화된 표적시장 소비자들이 보다 중요시하는 의류제품평가의 차원들을 파악하고 이를 강화함으로써 보다 효율적인 마케팅 전략을 수립할 수 있을 것이다.