• Asia Marketing Journal
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• v.11 no.4
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• pp.95-119
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• 2010

Although there have been many studies regarding the inconsistency between consumers' attitudes and behavior, prior research has almost exclusively focused on the relationship between the attitude before behavior and the initial behavior. Relatively little research has been conducted on consumer satisfaction after purchase and post-purchase behavior. This research proposed that the relationship between satisfaction and post-purchase behavior is moderated by consumers' psychological characteristics such as need for cognitive closure(NCC) and temporal self-construal(SC). The need for cognitive closure refers to individuals' desire for a firm answer to a question and an aversion toward ambiguity. We assumed the need for cognitive closure as a major moderating variable because it is judged that the requirement for cognition clearly varies between when a consumer repurchases the same product and seeks a new alternative. Individuals who tend to end cognition due to time constraints or inappropriate conditions may display considerable cognitive impatience or impulsivity and has a higher probability in repurchasing the same product than a consumer without such limitations. They would avoid further consideration for new alternatives and the likelihood of the repurchase for prior alternative would increase. As hypothesized, significant moderating effect of the NCC was confirmed. This result gives a significant implication for a corporate to establish effective marketing strategies. For a corporate or product brand that has been occupying the market after entering the market earlier, it would be effective to maintain need for cognitive closure high in the existing consumers and thereby preventing the consumers from being interested in the new alternatives. On the other hand, new brands that have just entered the market need to lower the potential consumers' need for cognitive closure so that the consumers can be interested in new alternatives. Along with need for cognitive closure, temporal self-construal also turned out to moderate the satisfaction-repurchase. temporal SC reflects the extent to which individuals view themselves either as an individuated entity or in relation to others. Consumers under a temporarily independent SC would repurchase former alternative again according to their prior satisfaction and evaluation. In contrast, consumers in temporal interdependent SC tended to switch to a new alternative because they value interpersonal relationships above anything else and have a tendency to rely heavily on in-group opinions. When they are confronted with additional opinions, it is highly probable that he/she will choose a new product as an alternative. By proving the impact that temporal self-construal has on repurchasing behavior, this study is providing the marketers with new standards for establishing successful promotional strategies. For example, if the buyer and the user is the same for a product, it would be effective for the seller to convince the consumer to make decision subjectively by encouraging temporal independent self-construal. On the contrary, in the case where the purchase is made by an individual but the product is consumed by a group of people. For example, a housewife is more likely to choose the products or brands that her husband or children prefer rather than the ones that she likes by herself. In that case, emphasizing how the whole family can be satisfied and happy about the product would be effective for promoting repurchase.

• Journal of Venture Innovation
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• v.6 no.4
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• pp.99-111
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• 2023

This study aims to confirm that consumers' satisfaction with online shopping websites has changed to a phenomenon different from the past. In other words, in a situation where the use of e-commerce is expanding worldwide after the pandemic and various types of commerce such as mobile commerce and social commerce are formed, the consumer's information processing and decision-making process are meaningful in examining the behavior that has been changed based on the perceived motivation level of consumers by the new environment according to the consumption value and personal characteristics perceived by the consumer. In other words, the purpose of this study was to investigate the effect of consumption value and need for cognition on the satisfaction toward online websites as a mediating role in the trust of the website. As a result of testing Hypothesis 1, not only the hedonic value of the consumer for the website but also the utilitarian value had a positive influence on the satisfaction toward the website, and in particular, the utilitarian value showed a relatively greater influence than the hedonic value. However, the negative relationship between the need for cognition and satisfaction was found to be at a significant level under one-sided verification. In Hypothesis 2, only the utilitarian value among the consumption values of 2-1 showed a positive effect on satisfaction through a mediating role of trust. It was confirmed that the utilitarian value among the consumption values was an important factor in the satisfaction toward the website. The significance of this study is that, unlike previous research results, not only consumption value based on senses and emotions but also utilitarian value has a greater influence. Therefore, utilitarian value and need for cognition have a stronger influence on satisfaction if they play a mediating role based on the trust of the website used by consumers. These findings reflect the current market trend of online consumption, and they are helpful in the management and strategy of online websites based on consumer behavior understanding and major factors.

• Journal of the Korea Convergence Society
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• v.6 no.4
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• pp.15-23
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• 2015

The purpose of this study is to investigate how the impact on the basic psychological needs and emotional and motor sports commitment to participate in 12 weeks of Physically Disabled wheelchair tennis class. Results: First, the basic psychological needs is a difference between groups was found in the autonomy and the relationship of the sub-factors autonomy, competence, was the difference in time measured between the castle. Second, the movement was born immersed in the measuring point to see a difference in cognitive involvement and engagement of sub-behavior factors, the mutual effects were measured at the time of the two groups and sub-factors. Third, the movement was born in sentiment appears to have overlooked the measurement point in the sub-group differences in factors such as positive emotions and negative emotions, collective and cross effects were measured at the time of the two sub-factors. Subsequent studies in qualitative research, as well as be able to induce a more active ongoing participation of the disabled being difficult to draw parallel with the subjective experience of people with disabilities, it is thought to be possible to develop a variety of programs.

• Archives of design research
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• v.17 no.1
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• pp.25-36
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• 2004

The purpose of this study is to analyse and interpret the way of differentiated expression and changing creative trend following 5-day workweek which has been recently adopted. For this aim 11 pieces of distinctive advertising text were analysed. The criteria for selection of analysing text were relativeness with 5-day workweek and cognitive inconsistency. These texts were negative phrases, exaggerated expression, and excessively humorous appeals. The study revealed the followings: First, 5-day workweek concerned advertising texts were considered as high attention getting and successful in stimulating advertising audiences' curiosity by using the elements opposing the value and belief system formed in the existing audience. Second, consumption-driving lifestyle was found in most expressions for credit cards advertising. Third, hedonic need-oriented lifestyle was typical in young consumer products category. Fourth, family centered lifestyle emphasized meaning of rest and solidarity of family.

• Journal of the Korean Chemical Society
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• v.54 no.1
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• pp.150-157
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• 2010

In this study, we investigated the differences of mapping understanding and the types of mapping errors by the levels of students' cognitive/affective variables and the relationships between mapping understanding and these variables in learning 'concentration and reaction rate' with analogy. After administering the tests regarding logical thinking ability, visual imagery ability, analogical reasoning ability, self efficacy, and need for cognition as pretests, students learned with analogy. Then, students' familiarity and mapping understanding were examined. Analyses of the results revealed that the scores of the mapping understanding for the students with higher levels of all cognitive/affective variables except visual imagery ability and familiarity were significantly higher than those for the students with lower levels. The differences in the types of the mapping errors such as overmapping, failure to map, impossible mapping, artificial mapping, mismapping, rash mapping, and retention of a base feature were also found by the levels of students' cognitive and affective variables. The scores of students' mapping understanding were positively correlated with those of all cognitive and affective variables. The results of multiple regression analysis indicated that students' science achievement, logical thinking ability, and familiarity were significant predictors of mapping understanding. Educational implications of these findings are discussed.

• 한국HCI학회:학술대회논문집
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• 2006.02a
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• pp.281-286
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• 2006

본 논문에서는 홈 환경에서의 사용자의 컨텍스트에 따라 지능적으로 반응하는 미디어 콘텐츠인 vrFlora 을 소개한다. 이는 사용자의 정적인 프로파일 및 간단한 조작 정보 등을 이용하여 사용자의 명시적인 컨텍스트를 인지한다. 그리고 인지된 컨텍스트에 따라 vrFlora 의 자체적인 동기, 즉 감정과 욕구을 자율적으로 변화시키며 이에 따라 자발적인 반응을 표현한다. 더 나아가 사용자에 따라 동기의 변화 정도를 차별화 함으로써, 사용자에 따른 개인화된 반응을 나타낸다. 제안한 시스템의 유용성을 평가하기 위하여 스마트홈 환경을 위한 테스트 베드인 ubiHome 에 vrFlora 를 구현하였다. 그리고 사용자로 하여금 이를 자연스럽게 경험해 볼 수 있도록 하였다. 이를 통해 미래형 홈 환경에서의 지능형 미디어 콘텐츠에 대한 응용 가능성을 제시한다.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.2
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• pp.257-265
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• 2000

진기함추구성향 (novelty seeking)이란 새롭고 다양한 경험을 추구하는 소비자의 욕구로서, 혁신행동의 인지적 근본으로 간주되기도 한다. 본 연구는 소비자의 진기함추구성향, 패션혁신행동, 그리고 대인영향력간의 관계를 조사하고, 이러한 관계가 성별(gender)에 따라 차이가 있는지 조사하였다. 대학생집단을 표본으로 한 설문지조사를 통해 자료가 수집되었으며 , 539장의 응답자가 분석되었다. 여자대학생이 모든 변인(진기함추구, 패션혁신행동, 대인영향력, 의복흥미, 정보추구)에 있어 남자대학생보다 높은 경향을 나타냈으나, 변인들간의 관계에 있어서는 뚜렷한 성차가 보이지 않았다. 정보추구행동이 패션혁신행동에 영향을 주는 공통변인으로, 의복흥미, 정보추구활동, 패션혁신행동이 대인영향력에 영향을 주는 공통변인들로 나타났으나 진기함추구성향은 패션혁신 행동과 대인영향력에 직접적인 영향을 미치지 않는 것으로 나타났다. 즉, 새로움과 다양함을 시도하려는 성향/의도는 채택이라는 실질적인 행동을 수반하는 패션혁신행동을 예측하는데는 충분하지 않은 것으로 보인다.

• Proceedings of the ESK Conference
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• 1997.04a
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• pp.26-30
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• 1997

현대 사회는 사용자의 Needs가 중요시 되는 사회이다. 따라서 모든 생산 활동은 사용자의 욕구와 감성에 부합하는 제품의 생산에 초점이 맞춰져 있다. 특히, 자동차 분야에서는 사용자의 욕구와 인간 공학적인 측면을 얼마나 잘 반영하는 차를 만들어 내는가가 점차 중요한 요소로서 부각되어지고 있다. 하지만 이들에 대한 Usability test를 위해 실제 Prototyping을 하는데는 많은 액수의 비용이 들게 된다. 본 논문에서는 이러한 비용적 측면과 재사용성 측면을 고려하여, 사용자의 감성에 부합하는 자동차를 만들기 위해 필요한 Usability test를 위해 Virtual reality 기법을 적용한 Simulator(VISVEC : Virtual Simulator for Vehicle Cockpit)를 설계하였다. 그 중, 본 Simulator 상에서 Instrument panel을 중심으로 HMD를 이용한 display시 보다 정확한 Interaction을 위해 Virtual Environment 내에서 보다 빠른 Display 화면 갱신과 사용자의 Object 인지에 영향을 끼치는 Level of detail의 설계에 관해 연구하였다.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2015.10a
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• pp.740-742
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• 2015

The purpose of this study is to investigate the perception of IT convergenced high tech product. A remakable progress and needs of consumer were a variable and complex. These innovative progressive product in IT convergence area has increased a need. We investigated the relationship between IT convergence high tech product and resistibility. We provide that a successful investigation of consumer behaviour research in IT convergence technology.

• Proceedings of The Korean Society of Health Promotion Conference
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• 2009.05a
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• pp.77-77
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• 2009

한국건강관리협회는 1998년부터 국민건강증진기금의 지원으로 금연사업을 수행하고 있다. 본 연구에서는 협회에서 실시한 '07년 민간단체 금연클리닉 사업을 대상으로 사업의 효과성을 분석하여 사업의 과학적 근거 확보 및 향후 효과적인 사업 수행방안 마련 등 사업의 발전방안을 모색하고자 실시되었다. 대상은 2007년 민간단체 금연클리닉에 참여한 군 경, 중소업체 종사자, 운송업체 종사자, 국방부지정부대 참여자, 학교/공공기관 종사자 중 설문조사에 성실하게 응답한 3,170명이다. 민간단체 금연클리닉 사업 효과성 평가 설계는 구조화된 평가도구를 활용하여 금연클리닉에 참여한 집단만을 대상으로 참여 전(사전조사)과 금연클리닉 종료 후(사후조사)의 조사결과를 비교하는 단일 전후조사 설계(one-group pretest posttest design)방법을 사용하였다. 연구결과 민간단체 금연클리닉 참여자의 하루 평균 흡연량은 15.96개비, 평균 흡연시작연령은 18.59세, 평균 총 흡연기간은 146.39개월로 나타났으며, 참여자의 니코틴 의존도는 평균 3.81점으로 조사되었다. 또한 참여자의 84.5%가 의지로 금연 시도하였으나 실패한 것으로 나타나 이에 대한 개입이 필요함을 알 수 있다. 참여자들의 상황별 흡연욕구는 높은 수준이었으며, 특히 술자리, 스트레스상황 등 특정 상황에서 흡연욕구가 높게 나타났다. 금연관련 경험요인은 5점 기준 2.84점으로 조사되었으며, 인지적 과정이 행동적 과정에 비해 높게 나타났다. 마지막으로 민간단체 금연클리닉의 전반적인 만족도는 높았으나 상담환경에 대한 만족도가 상대적으로 낮았음을 감안할 때, 환경적인 부분에 대한 개선이 필요할 것으로 보인다. 더불어 금연클리닉의 효과나 만족도 부분에서 대상자의 특성에 따른 차이가 발생하므로 참여 대상자의 특성을 감안한 맞춤형 프로그램 개발이 필요할 것이다.