• Journal of Digital Convergence
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• v.12 no.10
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• pp.135-144
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• 2014

This study examined whether there is difference in consumers' product attitude according to the type of buying behavior values and the type of price discount among their lifestyle. First, the factors of values comprising consumers' buying behavior were derived as frugal buying, impulse buying, quality buying, and principle buying. Cluster analysis showed that the types of buying behavior value included high quality impulse buying, reasonable buying and practical buying. Second, it was found that there were differences in product attitude according to the type of consumers' buying behavior values. Third, interaction effect was found between the type of price discount and consumers' product attitude according to the type of buying behavior values. Fourth, among the factors of value comprising consumers' buying behavior, frugal buying factor has an effect on the product attitude with price discount of 50% and quality buying and impulse buying factors have an effect on the product attitude with bundle price discount (1+1). The above mentioned result of study suggests that when a company establishes a strategy of price discount, it should consider sales promotion strategy taking account of consumers' buying behavior values and type of product price discount.

• Industry Promotion Research
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• v.9 no.1
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• pp.65-79
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• 2024

This study analyzed the failure cases of new products for relative benefits among various factors related to the characteristics of innovation, which is an important factor in the consumer persuasion process among Rogers (1995)'s innovation diffusion theory. This is because relative profits are the most influential factor in consumers' intention to adopt among the characteristics of various innovative products (Holak and Lenmann, 1990). As a result of analyzing the failure cases of new products of six companies, these products lacked relative profits for existing products in common. Relative profits are factors that are measured in the economic sense or are measured by social advantages, convenience, and satisfaction, and are the most important factors compared to other factors such as suitability, complexity, observability, and applicability. In the end, it was found that relative profits compared to existing products are an important success factor in persuading consumers of new products.

• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.511-521
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• 2020

The purpose of this study is to research the effects of the same brand item sold online at different prices. To that end, the exploratory study is focused on four factors that influence price dispersion online is suggested. First, the products are divided into utilitarian products and hedonic products in line with the product concept, and laptops, washing machines are included in the utility concept products. Also the backpacks and sneakers are included in the hedonic concept products. A total of 400 effective objectives were selected and analyzed for each concept products, 200 objectives. The research analysis revealed that the price dispersion is significant relationship with an average price, the highest price, the lowest price, the year of release, the number of retailers, and the number of reviews in case of the utility concept product. On the contrary, in case of hedonic concept products, average price, highest price, lowest price, year of release, retailer, and reviews and ratings is found to be positively related to price dispersion. Based on these results, theoretical and practical implications are discussed about the influence price dispersion on marketing.

• Knowledge Management Research
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• v.25 no.2
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• pp.193-218
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• 2024

The current study investigated the factors influencing the buyer's repurchase intention for second-hand products. This study first identified perceived risk and purchase value as the two primary influencing variables. Additionally, some exogenous variables influencing these two variables were examined. Statistical analysis using Partial Least Squares (PLS) revealed that product uncertainty, seller uncertainty, and site trust had statistically significant relationships with perceived transaction risk. However, while economic benefit showed a significant impact on purchase value, product scarcity and resale value did not exhibit a significant relationship with purchase value. Perceived transaction risk was found to have an insignificant relationship with repurchase intention, but indirectly influenced repurchase intention through purchase value. Purchase value was identified as having a significant influence on repurchase intention. Therefore, it was concluded that purchase value is the most important factor influencing repurchase intention in the purchase of second-hand products, while transaction risk indirectly influences repurchase intention through purchase value. The study indicates that product uncertainty and economic benefit are the most significant exogenous factors influencing transaction risk and purchase value, respectively.

• Journal of Digital Contents Society
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• v.16 no.3
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• pp.471-482
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• 2015

Recently commercialized network are getting more and more popular, bringing dramatic change to the market. We can predict the future of the E-commerce. The ongoing E-commerce and SNS （Social Networking Services）related E-commerce are increasing greatly both in Korea and China. This research tries to focus on Chinese consumers using E-commerce. The study has four findings. Firstly, the E-commerce consumers consider four factors including price, convenience, products and website, which affect the sellers' integrity. Secondly, E-commerce will affect sellers' integrity. Third, there are 4 factors which affect the sellers' integrity: service, price, products and the information. Fourth, the factors which affect the integrity of sellers are the value, happiness and practical. This study want to give some hints to the E-commerce in the overseas market in China.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.177-185
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• 2012

This study started why do consumers use the counterfeit goods. We executed the pretest through the depth interview, and made an purchase motivation scale, useful satisfaction and dissatisfaction factor scale of counterfeit goods. We found out having the recognition difference of China consumers about these. The results is as follows. First, Counterfeit use motivation ostentation, economic efficiency, satisfaction, and the practicality of four was All counterfeit motivation had a significant impact on attitudes. Second, the personal satisfaction and economic satisfaction as two counterfeit satisfaction factors were Counterfeit products personal satisfaction factors showed a significant influence on the attitude. Also the purchase of counterfeit economic satisfaction had a significant positive impact. Third, counterfeit dissatisfaction factors were personal, social and material factors of dissatisfaction into three Significant influence attitude toward counterfeit products is a factor. Purchase of personal dissatisfaction factors also had a significant impact. These findings made it possible for in-depth understanding of the behavior and culture in China of counterfeit consumer use. The results of this study has provided data that can be utilized in the future counterfeits reduce the use of public awareness campaigns.

• Journal of Service Research and Studies
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• v.2 no.1
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• pp.29-37
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• 2012

Recently, the market size of hypermarkets in the domestic retail market accounts for a high percentage. The domestic retail market after the opening of the market for the past 1996 and grow to the spread of hypermarkets. However, events such as tasting events were increased due to intense competition among business condition as to attract more customers beyond price competition. Under these circumstances, it is important to examine the relationship of the factors associated with tasting events on consumer buying behavior. The impact on consumer buying behavior in order to verify factors tasting event by setting product standards study the relationship between variables was set up as a model. As result, only one came out significantly to pay the hypothesis of various products depending on the origin of the factors that increase the amount available. This is seen as a supermarket tasting event at the origin of products, and transparency, but also for recently imported foods for consumers who have negative thoughts, mainly domestic product tasting events Mart's sales continue to increase to attract more customers shall be deemed to be one way.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2000.11a
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• pp.164-170
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• 2000

화장품의 관능평가는 크게 분석형 관능평가와 기호형 관능평가로 나눌 수 있으며 본 보고에서는 메이컵 화장단계 중에 사용되는 파운데이션의 분석형 관능평가를 통해 파운데이션 사용 시 느껴지는 관능적 특성 용어의 도출과 정의를 내린 후 실제 소비자들을 통해 여러 가지의 파운데이션을 사용하면서 느껴지는 관능적 특성 강도 및 그에 따른 선호도 등을 기호형 관능평가로 수행하여 파운데이션 사용 시에 만족 및 불만족 요인으로 작용하는 관능속성 및 주요요인들을 분석하였다. 그 결과 파운데이션의 관능속성 평가의 주요인은 커버력 요인과 화장상태 요인으로 나타났으며 밀착감과 화장지속력, 화장상태의 자연스러움이 제품의 선호도와 가장 큰 상관관계를 보였다. 이와 같이 파운데이션에 대한 관능속성과 만족도를 결합하져 소비자가 선호하는 관능속성의 제품을 설계하고 평가할 수 있는 관능적 평가방법을 개발하여 제품개발에 활용하였다.

• 한국IT서비스학회:학술대회논문집
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• 2007.05a
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• pp.506-506
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• 2007

유비쿼터스 환경 하에서 새로운 첨단 핵심기술 및 서비스가 하나의 제품 안에 집중되어가는 시대적 요구가 대두되고 있다. 이에 부응하여 탄생한 컨버전스 제품인 텔레매틱스의 전망 역시 두드러지고 있다. 본 연구는 Davis[14]가 제안한 기술수용모델(Technology Acceptance Model:TAM)을 통하여 텔레매틱스 사용의도에 관한 수용모형을 제시하였다. 기술수용모델의 내부 요인인 사용의도, 인지된 유용성과 인지된 이용용이성 외에도 업체 신뢰도, 정황 인식성, 자기 효능감의 외부 요인으로 확장하여 요인 간의 구조적 관계를 위한 모형을 개발하였다. 실증분석을 한 결과 정황 인식성, 자기 효능감이 각각 인지된 유용성과 이용용이성에 영향을 미치는 것으로 나타났다. 이러한 결과를 토대로 텔레매틱스의 이용자에게 중요시 되는 특성에 대해 논의하였다.

• International Commerce and Information Review
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• v.19 no.4
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• pp.3-28
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• 2017

This study examined factors, such as benefit perception, risk perception, product, and website, which affect consumer attitude toward overseas direct purchase. To achieve this, 298 Korean consumers who have experienced overseas direct purchasing were analyzed. The results show that delivery risk and product risk were the most influential determinants of the level of trust level in overseas direct purchase sites. In addition, the results of this study confirm that the level of trust in overseas direct purchase sites has a strong influence on both the intention to recommend and the intention to continue patronizing the site. Moreover, this study conducted a mean difference analysis according to the types of overseas direct purchases (overseas direct delivery, overseas purchasing agency, and overseas delivery agency) and product categories (clothes, food and beverage products, and household appliances). This study lists various practical implications that can be applied to each overseas direct purchase service by firm and consumer characteristics.