• CRM연구
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• v.4 no.2
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• pp.1-17
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• 2011

In the study of transaction coupling and consumer behavior it is argued that the satisfaction after consumption and consumer self-confidence would affect the degree of transaction coupling. Based on Kivetz(1999), this study expand transaction coupling which is a mental accounting process. Satisfaction after consumption and consumer self-confidence have been frequently cited as a key construct for predicting various consumer-related behaviors. The purpose of this research is to examine the effect of satisfaction after consumption and consumer self-confidence for hedonic products on transaction coupling. In order to explain the impact of consumer self-confidence clearly, the authors used a five-factor(i.e., information acquisition, consideration-set formation, personal and social outcomes, persuasion knowledge and marketplace interfaces). Using the scenario about baseball game, the authors manipulated the consumer satisfaction after consumption (satisfaction vs. dissatisfaction) between-subjects design. And consumer self-confidence was measured based on Bearden et al.(2001). The results of experimental study showed that the main effects of satisfaction after consumption is significant. The larger consumer satisfaction after consumption reflected a higher degree of transaction coupling. The 2-way interaction between satisfaction after consumption and consumer self-confidence is also significant. Specifically, the transaction coupling differentiation from satisfaction after consumption tends to be larger at high consumer-self confidence than at low one.

• Fashion & Textile Research Journal
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• v.14 no.4
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• pp.544-553
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• 2012

This study examined the influence of consumer self-confidence and self-confidence in fashion coordination on the attitude toward secondhand fashion goods and the purchase intention of secondhand fashion goods. Questionnaire data from 346 university students were analyzed and the results were summarized as follows. First, there were five factor solutions in consumer self-confidence: information acquisition, personal outcomes decision making, social outcomes decision making, consideration-set information, persuasion knowledge. Second, information acquisition, social outcomes decision making, and consideration-set information had significant effects on self-confidence in fashion coordination, while personal outcomes decision making and persuasion knowledge had no effect on self-confidence in fashion coordination. Third, self-confidence in fashion coordination had a significant effect on attitude toward secondhand fashion goods however, it had no effect on purchase intention of secondhand fashion goods. Fourth, attitude toward secondhand fashion goods had a significant effect on the purchase intention of secondhand fashion goods. The results show diverse implications for marketers and managers of secondhand fashion goods.

• Journal of the Korean Home Economics Association
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• v.45 no.6
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• pp.1-9
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• 2007

Even though self-confidence is a personal factor of a people, it works as behavioristic factor in consumer behavior. In this study, the influence of consumer self-confidence on clothing purchase behavior was investigated. A total of 284 data sets were analyzed after collecting questionnaires from college students in Seoul using convenient sampling method. For data analysis, chi-square test, analysis of variance, reliability test and factor analysis were performed by SPSSWIN program. The results were as followed. First, the clothing purchase places were affected by the consumers' level of self-confidence. The more confident consumers preferred internet shopping and Dongdaemun market to large-scale shops. The discount stores were selected by the less confident consumers. Second, information search was one of the main reasons to visit internet shopping mall by the more confident consumers. Third, the more confident consumers showed the higher level of clothing involvement than the less confident consumers. Finally, unplanned purchases, such as pure impulse buying and reminder buying were more likely to occur by the more confident consumers with less purchase conflicts.

• The Research Journal of the Costume Culture
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• v.18 no.3
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• pp.476-487
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• 2010

The purpose of this study was to identify the determinants of decision-making confidence of clothing. As determinants, this study examined consumer susceptibility to interpersonal influence, vanity, and clothing knowledge. Data were collected through surveying university students in Seoul metropolitan area using convenience sampling method. Out of 324 distributed, 300 useful questionnaires were returned. The results showed that identical conformity among consumer susceptibility to interpersonal influence factors significantly influences, both directly and indirectly, decision making confidence through vanity. Although normative conformity does not influence decision-making confidence directly, it does significantly influence decision-making confidence indirectly through influencing vanity and clothing knowledge. The results suggest clothing is a manifestation tool for managing public self, which finally leads to increased clothing knowledge and decision-making confidence of clothing. These findings may be used by marketers in developing strategies for product development and promotion.

• Proceedings of the KAIS Fall Conference
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• 2011.12a
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• pp.33-36
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• 2011

혁신에 관한 많은 연구들이 혁신의 공급 측면에 초점을 맞춰 진행되어 왔으나, 본 연구에서는 혁신의 공급측면 대신 수요 측면에 초점을 맞춰 혁신 신뢰성에 영향을 미치는 요인을 탐색하고자 하였다. 문헌 연구를 통해 혁신 신뢰성에 영향을 미치는 요인으로 소비자의 연령과 소득수준, 개인적 네트워크, 기회인식, 역량 자신감을 선정하였다. 가설 검증을 위해 국내 2,000명의 설문 응답자를 기반으로 한 창업 분야의 글로벌 데이터베이스인 GEM 데이터를 이용하였다. 본 연구의 결과는 기업의 마케팅 활동의 효과성을 제고하는 데 실질적으로 활용될 수 있을 것이다.

• Journal of the Korean Home Economics Association
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• v.44 no.9
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• pp.51-59
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• 2006

The role of consumer self-confidence is important in consumer's purchase decision. Nevertheless, the use of self-esteem measures might cause misinformation in the specific situation of the marketing-related point of view. In this study, consumer self-confidence was measured by marketing oriented tools to clarify the dimensions of consumer self-confidence while the influence of consumer self-confidence on clothing satisfaction was also investigated. A total of 325 questionnaires were collected by surveying university students in Seoul and the surrounding metropolitan area using convenient sampling. The data were analysed by factor analysis, ANOVA, t-test, and regression by using SPSSWIN program. The findings of the study were as fellows. First, the consumer self-confidence was composed of 6 sub-scales: information acquisition, personal outcomes decision making, social outcomes decision making, consideration-set formation, persuasion knowledge, and marketplace interfaces. Second, female subjects rated higher on consumer self-confidence than male subjects did in social outcomes decision making and consideration-set formation. Third, higher income was correlated with higher social outcomes decision making and consideration-set formation. Finally, clothing satisfaction was influenced by personal outcomes decision making and information acquisition.

• Fashion & Textile Research Journal
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• v.17 no.3
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• pp.382-391
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• 2015

People are exposed to diverse images and naturally find images to express themselves to others for personalsatisfaction. They present ideal images that they desire to obtain or actual images that they already have. People find differences between ideal images and actual images as well astry to overcome differences by managing appearance or purchasing fashion items. The congruence between real and ideal self-images and perceived body images stimulate clothing involvement or consumer confidence to influence fashion innovativeness and fashion opinion leadership. Fashion leaders are known for confidence when making buying decisions on new fashion products and are more likely to influence other consumers to buy new items. This study useda structural equation model to understand the influence of perceived self and body image on clothing involvement and consumer confidence as well as define how perceived images influence fashion leadership through clothing involvement and consumer confidence. The results of this study indicated that self-image congruence has a positive impact on social body image and personal body image. A positive influence of perceived body image on clothing involvement and consumer confidence was also detected. Fashion opinion leadership could be explained by clothing involvement and consumer confidence; however, fashion innovativeness could only be explained by consumer confidence.

• Journal of Venture Innovation
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• v.6 no.4
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• pp.83-97
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• 2023

The growth of the live commerce market allows you to conveniently and simply start live commerce anytime, anywhere with a smartphone. The use of smartphone services provides continuous communication and is used while feeling psychological attachment, and it leads to psychological attachment, self-consistency with consumers themselves, and self-identity. This study focuses on the motives and perceptions of consumers using live commerce. In other words, we will examine the relationship with service attachment through the moderating effect of self-efficacy and control focus tendency as consumers' personal and psychological characteristics. In other words, the tendency of regulatory focus, which determines the direction of behavior of consumers according to their motives and goals, affects the service attachment of live commerce. We believe that self-efficacy, which is personal confidence and belief that you can plan and execute on your own for the desired outcome in a given situation or task, will control this relationship. As a result of this research, consumers who highly perceive prevention focus were more likely to avoid negative consequences and pursue safety and obligations. Their attachment to live commerce services was stronger, offsetting their confidence and self-efficacy. When using live commerce services, the more they perceive that information acquisition is beneficial, the higher their belief, and self-efficacy, so service attachment, which is an emotional experience as well as a cognitive experience, is strongly formed for consumers with a preventive focus to avoid safety-seeking and negative consequences. Through the present research results, we believe that it will be helpful in operating strategies and management for companies and small business owners who want to understand the psychological behavior of consumers in using live commerce services.

• 월간낙농육우
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• v.35 no.8
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• pp.126-134
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• 2015

낙농가가 일반소비자들을 대면해 우리우유에 대해 이야기 나누고 낙농의 가치를 직접 알릴 수 있는 기회가 많아졌다. 지역마다 벌이고 있는 우유소비촉진 행사가 그렇고 소비자들이 낙농의 현장을 직접 느낄 수 있도록 목장 내 체험프로그램이나 문화행사와 같은 다양한 형태의 사업들도 운영되고 있다. 사실 어떠한 농축산업을 보아도 낙농만큼 보고 느낄만한 것이 많은 분야도 없을 것이다. 이렇게 흥미로운 소재를 갖고 있는 만큼 일반인들에게 친근하게 전해질 수 있다면 더욱 좋겠다. 안타깝게도 우리는 매일 있는 현장이니 대수롭지 않지만, 일반 소비자들에게 보기에 불편한 모습도 있을 수 있다는 것을 인지할 필요가 있다. 커다란 생명을 다루는 일이니 매일 엄청난 양의 분뇨가 퇴적되고 그래서 좋지못한 냄새가 발생되는 것은 당연하지만 아무런 책임의식없이 이를 방치를 하여 목장의 주변에 불편함을 제공해선 안된다는 것이다. 불편함이란 매우 주관 적일 수 있지만 그들의 느낌과 감정을 의식하지 않을 수 없게 되었다. 협회가 오랜기간 추진해온 깨끗한목장가꾸기운동 자체가 많은 것을 해결할 수는 없지만, 사육환경을 개선하고 주변 이웃들과 더불어 삶을 영위하고자 하는 요령과 정신을 담고 있다. 대체로 그렇듯, 매년 우수목장으로 선정된 목장주들을 보면 상당수가 늘 밝은 인상에 외지인들을 빈객 맞듯 대접하며, 좋은 것이 있으면 주변거주인들과도 나누며 원만한 관계를 유지하는 모습을 볼 수 있었다. 해도해도 끝이없는 목장일들, 수입유제품은 넘치고 우유는 남는다는데 이 모든게 농가잘못이라는 듯 몰아가는 요즘 일상의 작업들만으로도 이미 충분히 힘들고 괴로운 시기이다. 하지만 대대손손 이어가는 우리목장, 사회에 지속적으로 기여하는 낙농산업을 위해 더 넓게 그리고 자주 주변의 이웃과 소비지들의 시선을 의식하며 깨끗한목장가꾸기운동을 통해 우리 자신을 점검해볼 수 있었으면 좋겠다. 월간 낙농육우는 잘 관리된 목장환경을 기반으로 소비자들과의 교류에도 노력하며 우리낙농의 가치를 열심히 전달하고 있는 모범적인 목장을 둘러보았다.

• The Research Journal of the Costume Culture
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• v.16 no.4
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• pp.709-721
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• 2008

The purpose of this study is to identify different consumer clusters based on clothing involvement and to examine the differences in consumer characteristics related to clothing purchasing. As consumer behavior characteristics, this study included visiting purpose of Internet shopping malls, purchasing situation, consumer confidence, and clothing satisfaction. Data were gathered by surveying university students living in Seoul metropolitan area using convenience sampling, and 321 questionnaires were used in the statistical analysis. In analyzing data, cluster analysis and one-way ANOVA were conducted. The cluster analysis identified four different consumer clusters, and there were significant differences in the consumer behavior characteristics among the four clothing involvement clusters.