• Journal of Distribution Science
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• v.10 no.4
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• pp.29-36
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• 2012

Research on subjective well-being (SWB) has flourished in recent years. As SWB determines cognitive and motivational processes, including social comparison and cognitive dissonance, it determines how consumers make decisions, including the comparison and evaluation of alternatives. Considering that the comparison and evaluation of alternatives is related to social comparison and cognitive dissonance, the influence of SWB on the comparison and evaluation of alternatives needs to be investigated. This research aims to examine the effect of SWB on the comparison and evaluation of alternatives, especially when people acquire additional information about their chosen or non-chosen alternatives, leading to a change of absolute/relative value of alternatives. The reasonable price of an alternative as evaluated by individuals is used as a measure reflecting the perceived value of an alternative. Putting all of this together, the current study intended to investigate the influence of absolute and relative value on the reasonable price of an alternative depending on SWB. Participants were randomly assigned to one of two experiment groups (deterioration of non-chosen alternative vs. improvement of non-chosen alternative). After reading consumer report ratings of alternatives shown on monitor screens, participants chose one of the alternatives, followed by the change of the consumer report ratings (deterioration of non-chosen alternative vs. improvement of non-chosen alternative). Participants evaluated the reasonable price of their chosen alternative based on the provided price of the non-chosen alternative. Two weeks after the experiment, they were asked to answer survey questionnaire on SWB measures. A regression was performed on the reasonable price with experiment groups, mean-centered SWB, and their interaction. There was a significant simple effect of groups and SWB. More importantly, these effects were qualified by the predicted interaction of groups and SWB. To interpret this interaction further, simple slope tests were performed on the price when SWB was centered at one standard deviation above (i.e., happy people) and below (i.e., unhappy people) the mean. As predicted, happy people rated the reasonable price of the chosen alternative higher in the improvement of non-chosen alternative group than in the deterioration of non-chosen alternative group. Conversely, unhappy people showed no price difference between groups. These results show that happy people pay attention to the absolute value of the alternative, whereas unhappy people give more weight to the relative value as well as to the absolute value of a chosen alternative, indicating that unhappy people are more sensitive to the negative information of a non-chosen alternative compared to happy people. The present research expanded the existing research stream on SWB by showing the influence of SWB on the consumers' evaluation of alternatives. Furthermore, this study adds to previous research on SWB and social comparison by suggesting that unhappy people tend to be more sensitive to negative social comparison information of alternatives even when a target of social comparison is not explicitly present. Moreover, these results yield some managerial implications on how to provide product information based on SWB in order to make products more attractive among the alternatives available to consumers.

• Asia Marketing Journal
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• v.2 no.2
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• pp.1-12
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• 2000

연고가 소비자들의 제품구매와 점포선택에 영향을 미치는 것으로 보인다. 그러나 이에 대한 실증적인 연구가 밝표된 적이 거의 없다. 본 논문에서는 관계마케팅의 관점에서 세 가지의 사회적연고의 형태가 소비자의 만족, 신뢰, 압박감에 어떠한 영향을 미치는 가를 검증하였다. 대체적으로 종교적 관계나 가족적 관계는 소비자의 만족, 신뢰와 압박감에 영향을 미치는 것으로 나타났다.

• Journal of Distribution Research
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• v.12 no.3
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• pp.69-90
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• 2007

This study is set out to investigate the factors that influence customers' behavior of choice and switching between online and offline channels, separating the purchase decision into two stages, i.e., information search and purchase. Factors influencing channel choice are found to differ from stage to stage. The main results of this study are as follows. At the information search stage, customers' channel knowledge had impacts on the choice of the channel. Customers are more likely to visit offline bookstores when they have hedonic shopping orientation and higher involvement level with books. On the contrary, customers are more apt to search online when they have a lot of online shopping experiences. At the purchase stage, the results varied according to the search channel. When customers search for information online, the following variables lead to online purchases: online shopping experiences with books, price-focused shopping orientation, and time availability for shopping. Perceived risk made customers purchase offline even though they searched online. In case of offline searching, customers with more convenience-focused, hedonic-focused shopping orientation and less tim availability purchased offline.

• KOREAN POULTRY JOURNAL
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• v.42 no.5
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• pp.110-115
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• 2010

국민들의 소득수준이 높아지면서 계란을 선택할 때에도 가격이 다소 비싸더라도 품질을 믿을 수 있는 계란을 구매하는 비율이 높아지고 있으며, 실제로 기능성 계란 등 특수란의 매출이 늘고 있는 추세다. 일반란을 구매할 때에도 품질을 따지는 소비자가 늘어나면서 계란판매에 어려움을 겪지 않으려면 품질이 좋은 계란을 생산해야 한다. 계란의 난각과 난질은 물로 신선도가 떨어지면 소비자의 외면으로 상인들이 기피하게 될 것이다. 특히 난각이 나쁠 경우 난질을 좋게 유지하기가 어렵고, 소비자가 계란을 선택할 때 내용물을 확인할 수 없으므로 눈으로 외형을 보고 선택하게 된다. 난각을 좋게 하여 파란 및 등외란을 줄인다는 것은 농장의 경영이익을 높이는 매우 중요한 관리사항이다. 난각을 좋게 하는 방법과 파란 및 등외란을 줄이는 여러 방법을 살펴보고자 한다.

• Journal of the Korea Society of Computer and Information
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• v.28 no.10
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• pp.217-227
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• 2023

This study aims to stratify consumer market evaluation items from the Consumer Decision Journey(CDJ) perspective and understand the relationship between laws/systems and consumer orientation through the Korea Consumer Agency's '19 Korea Consumer Markets Evaluation Indicators. This study divided consumer market evaluation items into the selection comparison stage, selection decision stage, and post-purchase experience stage. And present a model that stratified the relationship with consumer orientation of laws/systems and verified using the CDJ model's experience as a control variable. Studies have shown that the relationship between the consumer market evaluation index that evaluates consumer orientation can be stratified according to the consumer decision-making stage and positively affects the relationship with consumer orientation of laws/systems. In addition, the impact of consumer market evaluation variables (reliability, and price) on the consumer orientation of laws/systems was different depending on the presence or absence of consumer damage experience.

• Journal of Digital Convergence
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• v.17 no.12
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• pp.159-170
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• 2019

This study is an online survey for consumers in the metropolitan areas of Japan and Korea, which are advanced countries in Asia, and the maturity of the automobile market. The purpose of this study is to compare the results of Korea and Japan. As a result of this study, we analyzed the differences between the consumer characteristics and the optional attribute factors of low-carbon automobiles of Korea. There was a difference. It was found that the factors of low carbon car selection attribute differed with age, and that stability was more important when selecting low carbon car as income level increased. In Japan, there were no differences in the selection attribute factors of low carbon cars by gender, age and income. In addition, there is no difference in the relationship between the future purchase timings of low-carbon car types in both Korea and Japan. Implications of this study Korea has a meaningful result that Korea tends to select low-carbon automobiles with an emphasis on economic aspects and ages, and that safety tends to emphasize safety of low-carbon automobiles according to income levels. In the case of low carbon car, there was a tendency to select a low carbon car without any difference in consumer characteristics. The relationship between the expected purchase time according to the type of low carbon car and the Korean car show that the preferred car within the next 10 years among the low carbon car types is electric car and Japan prefers hybrid car.

• Journal of Distribution Science
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• v.10 no.1
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• pp.33-42
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• 2012

This study is focused on traditional market's competitiveness in Korea. Ever since the Korean retail industry had been opened to the big conglomerates, the traditional markets have faced very serious competition from various types of distribution channels. In particular, this study has been conducted to find another way to help the Korean traditional market from the perspective of college students who are consumers of the future. This study examines the relationships among store choice attributions, consumption emotion, consumer's value, and relationship quality from the perspective of college students. In order to verify the relationship, and moderating and mediating effects, data were collected from 126 college students in Whasung, Gyeonggi Province to test the theoretical model and its hypotheses. The results of this study are as follows: First, service (= .263, p < .01) and advertising (= .188, p < .05) are significantly positively related to relationship quality. However, store atmosphere (= .176, p = .052) is not statistically significantly related to relationship quality. The result that students have stereotypes about the atmosphere of traditional markets and are therefore excluded from their store choice attributions can be expected. Second, college students selected service division (= .230, p < .05) as the most important factor among the traditional market's store choice attributions. This result reflected that enhancing service strategy would strengthen the traditional market against discount stores. The process of product selection by customers in discount stores is based on the concept of self-service. However, traditional market traders can make various contacts with their customers. If traditional market traders can enhance various service factors just like in the process of product selection, it will effect strong competitive advantages. Third, it is also revealed that consumer's value exhibit complete mediation effect in the relationships between service and advertising. These results showed that traditional markets must be considered for consumer value. Because previous studies showed that values refer to "enduring belief that … specific mode of conduct or end-stat of existence … personally or socially preferable to an opposite of converse mode of conduct or end-state of existence" (Rokeach, 1973; George and Jones, 1996). Furthermore, Schwartz (1994) defined values as desirable trans-situational goals, varying in importance, that serve as guiding principles in the life of a person or other social entity. As conceptions of desirable end-states of existence or modes of conduct, values help people choose, evaluate, and give meaning to their experiences (Rokeach, 1973). Efforts (e.g. promote the consumers value) of the traditional market traders will improve the preferences for the traditional market of consumers and college students. Implications and future research directions are also discussed.

• 주류산업
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• v.24 no.2
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• pp.38-50
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• 2004

상품 표시는 해당제품의 특성을 소비자에게 전달하는 주요한 기능 중의 하나이다. 이를 통해 제품의 품질과 안전성을 파악할 수 있으며 선택의 기준이 되기도 한다. 즉, 표시는 소비자의 알권리를 보장하는 도구이자, 선택의 권리를 부여하는 수단이기도 하다.<중략>

• Food Industry
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• s.113
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• pp.71-80
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• 1992

식품에 부착된 표시외에도, 가게앞에 붙은 광고, 판매인에 의한 설명, T.V, 라디오, 신문, 잡지등의 매스컴광고와 전단에 의한 광고등에 의한 정보는 소비자가 시장에 유통되고 있는 식품을 선택, 구입하는 경우에 없어서는 안되는 것이다. 최근 식생활의 다양화, 기술의 발달에 수반해 새로운 형태의 식품이 차츰차츰 등장하고 있지만, 제조, 유통업자가 가진 정보와 소비자의 지식, 정보와의 사이에 커다란 차이가 있어, 소비자의 적정한 선택, 구매를 위해서는 제조, 유통업자로부터의 상품정보의 제공이 불가결하게 되고 있다. 그 중에서도 표시는 상품에 부착되어 있으므로, 소비자가 상품을 손에 넣을 경우, 확실히 가장 중요한 정보이다. 또, 이물혼입등의 사고발생시의 롯트식별을 용이하게 하고, 위해의 발생을 방지하는 동시에, 적절한 표시를 통해 공정한 경쟁을 확보한다고 하는 중요한 기능을 가지고 있는 것도 잊어서는 안된다.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.851-860
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• 2024

This study analyzes the impact of online streaming services, particularly Over The Top (OTT) services, on consumer media consumption patterns in the digital age. It examines how consumer-centric service values affect OTT platform choice, consumer satisfaction, and brand loyalty, focusing on various factors such as content diversity, ease of use, affordability, brand awareness, and personalized services. The findings reveal that content diversity, ease of use, and affordability are significant factors positively influencing consumer satisfaction and brand loyalty, thereby motivating OTT platform selection. Contrary to expectations, personalized services did not have a significant impact. This research provides critical insights for OTT service providers to enhance consumer-centric values and develop competitive service strategies.