• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.293-310
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• 2012

The purpose of this paper is to explain and identify how services offer-related characteristics of services providers such as service competence, reliability, and responsiveness have an effect on cognitive trust and customization characteristics of services providers has influences on affective trust. And it is to explain and identify how cognitive trust has an effects on affective trust and loyalty, and how affective trust has influence on loyalty in services setting such as apparel services of search attribute, hair services of experience attribute, and dental services of credence attribute. A survey study was conducted to collect the data with consumers who have experience purchase or search on services in apparel services, hair services, and dental services. Analysis of structural equation modeling with AMOS 18 and SPSS win 19.0 was performed to test the research hypothesis. The results of the study are as follows: First, responsiveness characteristics of service providers has an effect on cognitive trust, which in turn influences on affective trust. But there was on effect on customer loyalty by cognitive trust and affective trust in apparel service setting. Second, service competence characteristics and reliability characteristics of service providers have effect on cognitive trust, and customization characteristics of service providers has influences on affective trust, and then both of them, in turn, was effect on customer loyalty in hair service setting. Third, reliability characteristics of service providers has effects on cognitive trust and customization characteristics of service providers has influences on affective trust, and then cognitive trust has effects on customer loyalty, but there was no effects on affective trust by customer loyalty.

• Journal of Distribution Research
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• v.7 no.1
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• pp.21-40
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• 2002

The purposes of this study were to examine the conceptual structure of consumer characteristics and marketing elements affecting impulsive buying behavior of the CATV home-shopper on fashion products, and to compare the differences of consumer characteristics and marketing elements between impulsive buying shoppers and non-impulsive buying shoppers in CATV home-shopping. We collected data from 263 females of CATV home-shoppers in Busan. Data were analyzed by factor analysis, t- test, $\chi$2-test, and discriminant analysis. The results showed that the exploratory tendency of CATV home-shoppers was consisted of Patronage-orientation, and Product- orientation. The marketing elements perceived by CATV home-shoppers were composed of Promotion, Product and Payment method. There were differences of consumer characteristics and marketing elements between impulsive buying shoppers and non impulsive buying shoppers. Especially, impulsive tendency of shoppers and promotion factor of marketing were significant variables in the impulsive buying behavior of CATV home-shopping. The results provide information about impulsive buying behavior in CATV home-shopping, useful to consumer behavior researchers and retailers.

• Korean Journal of Human Ecology
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• v.17 no.4
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• pp.693-705
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• 2008

본 연구는 인터넷 사용동기에 근거한 온라인 시장을 세분화하고자 하였다. 표본은 미국 남서부지역의 대학생으로 총 219명의 Y세대 소비자로 구성되었다. 자료분석을 위해 군집분석(Cluster Analysis)과 분산분석(ANOVA)을 사용하였다. 군집분석결과, 온라인소비자는 3개의 세분시장 즉, "쾌락적 소비자", "실용적 소비자", "비능동적 소비자" 집단으로 분류되었다. 개인적 특성 중, 성별과 연령에 따라 세 집단별 유의한 차이가 없었으나, 능동적 소비자 집단 (쾌락적소비자, 실용적 소비자)이 비능동적 소비자 집단보다 인터넷 사용시간과 온라인쇼핑에 드는 비용을 더 많이 소비하는 것으로 나타났다. 온라인구매성향에 있어서, 전반적으로 충동구매성향이 낮지만, 세 집단별 통계적으로 유의한 차이를 보여, 쾌락적 소비자가 가장 높았고, 다음은 실용적 소비자, 비능동적 소비자 순이었다. 계획구매성향은 전반적으로 높았으며, 쾌락적 소비자와 실용적 소비자 두 집단이 비능동적 소비자보다 계획구매성향이 더 높게 나타났다. 또한, 온라인구매의도는 실용적소비자가 가장 높았으며, 다음은 쾌락적 소비자, 비능동적 소비자 순이었다. 구체적으로 상품군별 구매의도차이를 검증한결과, 실용적소비자는 "책 또는 잡지", "액세서리와 보석"에 대한 온라인 구매의도가 가장 높은 반면, 쾌락적 소비자는 "여행티켓 또는 예약", "오락 및 여가상품"에 대한 온라인 구매의도가 가장 높은 경향을 보였다. 따라서, Y세대 소비자를 위한 온라인 시장세분화에 따른 차별화된 마케팅 전략이 논의되었다.

• The Journal of the Korea Contents Association
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• v.8 no.3
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• pp.146-155
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• 2008

As the residential culture of Korea is transformed from house oriented to apartment oriented residential environment these days, the bedroom closets are changing into the built-in furniture such as built-in closets. As the life style of consumers become richer and wealthy, the bedroom furniture is changing to respond for the forms, function, and design characteristics of the consumer's demand. Therefore, in this study, the characteristics of the built-in closets such as structure, function and material were studied to analyze the basic changes and compared the normal closet to the built-in closet to analyze the elements in terms of environment and convenience. Moreover, to develop forms and designs to fit various characteristics and differences of the consumers, various forms of consumer demand were analyzed. Therefore, this study intended to provide the basic information for providing the efficient form and structure that enables the use of internal space as the consumer wishes to change the design elements, and other spaces to fit the changed residential environment.

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.358-367
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• 2012

Recently, The development of information and communication technologies is having a very strong effect on the agri-food industry. Especially, agri-food content utilizing social network services such as Facebook and Twitter led to direct communication with consumers stirred into a new distribution channel. The purpose of this paper is to provide way to successful utilization of agri-food contents and improvement of purchase intention. The results of analyzing the relation between the three characteristics of SNS-social presence, conversation and interaction frequency-, consumer satisfaction and purchase intention are summarized as follows. First, characteristics of SNS of social presence and conversation have a positive effect on consumer satisfaction. Second, the interaction frequency does not have positive effect on consumer satisfaction. Finally, the consumer satisfaction has a positive effect on purchase intention.

• Proceedings of the Korea Society of Costume Conference
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• 2003.05a
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• pp.39-39
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• 2003

본 연구의 목적은 의복 구매시 백화점 및 시장에서 구매한 소비자의 의복 소비가치와 소비자 만족의 관계를 조사하여 비교하며, 이들 변인의 인구 통계학적 특성에 따른 차이를 알아보고, 의복 소비 가치와 인구통계학적 변인이 소비자 만족에 미치는 영향을 규명하는 것이다. 연구방법은 질문지법을 사용하였으며, 피험자는 서울 및 서울 근교에 거주하는 20∼50대 성인여성 364명이었다.

• Proceedings of the Costume Culture Conference
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• 2003.04a
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• pp.74-75
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• 2003

최근 케이블 TV의 보급, 인터넷의 보편화, 위성방송 등을 통한 DM(Direct Marketing)이 확대되면서 유통업계에서 무점포유통에 대한 시장가능성은 더욱 증대되고 있다. 이렇듯 무점포 유통 중 TV 홈쇼핑 시장은 점점 확대해가고 있으며, TV 홈쇼핑에 대한 소비자들의 의식도 많이 변해 가고 있다. 특히, 소비자 특성 중 소비자 관여도는 정보탐색이나 구매행동에 영향을 주는 요인으로 소비자 행동 연구에 중요한 위치를 차지하고 있다. 따라서 이러한 소비자의 관여도가 TV 홈쇼핑에서도 중요한 영향을 미칠 것으로 보인다. (중략)

• 한국IT서비스학회:학술대회논문집
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• 2008.11a
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• pp.250-253
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• 2008

RFID 기술은 우리 생활에 편의를 도모해 주고 있다. 그럼에도 불구하고, RFID 기술은 소비자들의 프라이버시 문제를 유발할 수 있다. 그렇기 때문에, 소비자들은 RFID 기술의 수용에 있어 적극적인 자세를 견지하는데 한계가 존재한다. RFID 기술수용에 대해 소비자들의 수용 형태는 개인의 인지 스타일에 따라 다양하게 나타난다. 실제로 소비자들 중 도전적이고, 새로움을 추구하고, 기술에 대한 이해가 높은 소비자들의 RFID 기술 수용은 그렇지 않은 소비자에 비해 높게 나타날 것이다. 이러한 소비자의 RFID 수용에 대한 사전 인지는 기업 측면에서 마케팅 전략 수립에 유용한 정보로 활용될 수 있다. 따라서 본 연구에서는 소비자들의 RFID 기술 수용에 있어 인지 스타일 측면에서의 수용 차이를 살펴보고자 한다. 본 연구결과는 RFID 기술 수용에 대한 소비자의 차별적 수용 특성을 제시해 주어, 소비자의 RFID 기술 수용 활성화에 유용한 가이드라인을 제공해 줄 것이다.

• International Commerce and Information Review
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• v.15 no.4
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• pp.419-436
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• 2013

This study is targeted at chinese market about internet companies in chinese consumers character. According to the consumers characteristics, we want to see that the performance of internet companies of the empirical analysis. As a result, consumer awareness of internet companies, accessibility on connect line, and enhance the stability of deal to get significant results, respectively. These results show that the internet company needs to several factors for the enhance of performance in chinese market through its brand building, expansion of the server, the stability of the payment system, and education and training of human resources. However because this study is focused on the vast majority of China's 20 generation research, its result is not to expand throughout chinese all generation consumers

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.356-365
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• 2013

As a form of reciprocity or exchange, gift giving is one of the processes that integrate a society. There has been a long history of research on gift giving behavior in the communication area. Recently with the advent of digital environment, digital contents gift giving behavior became a prevalent social custom. But there has been little research of an individual consumer's consumption behavior of digital contents gift giving. Drawing on the innovation theory, technology acceptance model, and gift giving literature, the author take a quantitative approach to the effect of innovation attributes on mobile coupon gift giving behavior. The result showed that innovation attribute did positive influence to mobile coupon gift giving behavior. Furthermore, consumer innovation attribute moderate in the relationship between product innovation and mobile gift giving attitude.