• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.154-163
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• 2009

A new advertising, unlike traditional advertising, has a unique characteristics as a consumer's life styles are changed. This study explores consumer attitude affected by personal value disposition of each advertising creative appeal types. Personal value disposition implies directions of creative and determines advertising effect. So, personal value disposition deserves special consideration of not only print media, but broadcast media and internet media. In the present study, Research has been performed for a diffusion analysis based upon a survey of 338 individuals who were selected randomly. Test advertisement of MP3 Player has been used because involvement of products takes a neutral attitude comparatively. Result from the experiment show that, individualism-rational appeal is the most effective for consumers attitude. Groupism-rational appeals affects consumer's attitude, either. Groupism-emotional appeal has a partial effect and individualism-emotional appeal has no statistical significance. This experiment can be a foundation stone of personal value disposition studies.

• Management & Information Systems Review
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• v.31 no.4
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• pp.197-215
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• 2012

The purpose of this study is to verify the influence on customers' experiences of products, prices, places of advertisements, staffs, and physical environments, and the impact on store attitudes and revisit intentions of the customers' experiences. For this, in this study marketing activities and store attitude factors were selected as sub-factors and the empirical analysis was carried out. As a result of the analysis, of dimensions that comprise those marketing activity factors, physical environments, prices, and places had a positive impact on store attitudes. In addition, the stores' positive attitude on hypermarkets had a positive influence on the customer's revisit intention. The results of the study suggest that hypermarkets can utilize the experiential marketing using customer experience factors as their important strategic factor through moving away from their traditional marketing activities.

• International Commerce and Information Review
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• v.13 no.3
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• pp.97-118
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• 2011

The Korea-Chile FTA talks began in December 1999 and concluded in October 2002, with official endorsement in April 2004. This FTA of a first for Korea, went into effect on April 1 in 2004. The purpose of this study to measure the Chile product evaluation in the Korean consumer after Korea-Chile FTA signed. The major result of article can be summarized as the follows: This paper investigates the determinants of 'product attitude', 'quality recognition', 'price recognition', 'use safety', 'use convenience', and 'design(appearance)'. There are 500 sended samples and 487 returns, 476 of them are analyzed for a entry competitiveness. In the analysis result of the article, The first, multiple regression result shows that the Chile goods evaluation are positively affected by the 'product attitude', 'price recognition', 'use safety', 'use convenience', and 'design(appearance)'. However, The 'quality recognition' factor do not affect in Chile goods evaluation.

• Korean Business Review
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• v.12
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• pp.29-66
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• 1999

Electronic Commerce is rapidly expanding with the development of internet and will be very useful for the consumers in the future. However, we could not find many studies on consumers' attitudes and behaviors in the cybermarket. The purpose of this study is to analyze perceptions of college students in Seoul and Chunchon on Electronic Commerce. The main findings are as follows. First, they prefer surfing on the net with search engines like Simmamai or Yahoo to directly looking over the homepages of department stores and advertisement sites. Students in Chunchon, especially, tend to check out banners at E-mail sites. Second, most of the students get information about shopping mall sites and products from their friends, newspapers or magazines. And they want to have information (advertisements) classified by brand names of the products. Third, students in Seoul rely on brand names more than those in Chunchon do. Students in Chunchon, compared with those in Seoul, believe more kinds of products are available in the internet shopping mall. They complain, however, deficiencies of information about the products and high prices. They want the price information compared with those in traditional markets. Fourth, they feel very uncomfortable about informing their credit card numbers, and thus prefer payments with Electronic Money. And finally, they are not satisfied with return and exchange policies and after-sale services. They also complain that the products are not delivered safely when they are not home. They want the delivery-date indicated.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.2
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• pp.125-137
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• 2013

This study investigated the conceptual constructs of ethical consumption beliefs and their impacts on the consumer attitudes toward eco-friendly faux leather apparel goods. The mediating roles of perceived consumer effectiveness and apparel environmental knowledge were examined in this research. A survey was conducted on female consumers between the ages of 20 and 50; subsequently, 300 responses were analyzed. The results of this study were follows: 1) The results of factor analysis and the reliability test on ethical consumption beliefs clearly showed factorial structures that include Social Responsibility, Eco-friendly Consumption, Animal Welfare, and Individual Enhancement. 2) The results of the mean scores of ethical consumption beliefs showed that respondents tended to consider Social Responsibility more important than the other three factors. Ethical consumption beliefs showed a significantly positive influence on consumer attitudes toward eco-friendly faux leather apparel products; in addition, Social Responsibility had the highest effect on product attitudes among the four factors of ethical consumption beliefs. 3) The perceived consumer effectiveness and environmental knowledge of apparel had important medicating roles in the relation-ship between ethical consumption beliefs and attitudes towards eco-friendly faux leather apparel products. This study highlighted a potential marketability of eco-friendly faux leather apparel products and that ethical consumption beliefs, perceived consumer effectiveness, and apparel environmental knowledge should be promoted among consumers to increase favorable attitudes towards these products.

• The Research Journal of the Costume Culture
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• v.25 no.1
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• pp.32-47
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• 2017

As the popularity of Korean drama and celebrities in China, Korean fashion is becoming increasingly popular in the Chinese market. Although the effect of Korean drama on Chinse consumers' attitudes toward Korean products are known, little research has been conducted to understand the mechanisms underlying the impact of Korean drama on the development of consumer attitudes. Thus, this study examines how Chinese consumers' exposure to Korean dramas has influenced their attitudes towards Korean fashion products. Applying the similarity-attraction theory, the study explores the roles Chinese consumers' perceived similarities in appearance and values with Korean characters in TV dramas plays in the process of attitude development. Data was collected via an online survey and the responses of 317 Chinese consumers in their twenties were used for data analysis. The results of structural equation modeling show that exposure to Korean dramas has a direct impact on Chinese consumers' perceived appearance similarity, perceived value similarity, image of Korean people, and attitudes toward Korean fashion products-results that support the theory of mere exposure. In addition, the analysis demonstrates that perceived appearance similarity positively influences the image of Koreans among Chinese people, which, in turn, influences attitudes toward Korean fashion products, supporting the similarity-attraction theory. However, the effect of perceived value similarity on attitude toward Korean fashion products was not significant. The study concludes by describing its practical implications for the Korean fashion industry and presenting ideas for future research.

• Journal of Digital Convergence
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• v.16 no.4
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• pp.127-135
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• 2018

This study is to investigate the influence of brand benefit on brand extension, especially focusing on the mediating effect of trademark belief and the moderating effect of categorical similarity. This study restates that brand benefit affect consumers' brand extension attitude and confirms that it is completely mediated by trademark belief. In addition, this study finds that categorical similarity moderates the effects of brand benefit on brand extension attitude. The results of this study suggest a theoretical implication that trademark belief can be used as one of the brand extension strategies and a practical implication that the brand communication strategy based on brand benefits should be changed with the categorical similarity.

• Journal of the Korea Convergence Society
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• v.9 no.10
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• pp.415-421
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• 2018

The purpose of this study is to analyze the difference of scalp and hair care behaviors according to DiSC behaviors of beauty consumer. For the study, 251 questionnaires were analyzed using the SPSS v.18.0 statistical package program. First, there was statistically significant difference in psychological stability, favorable image, and maintaining state of scalp and hair management according to DiSC behavior type. In case of Shin Jung - hyung (C), psychological stability, Positive images, and maintaining good condition. Second, DiSC and hair management behaviors according to DiSC behaviors showed statistically significant difference in state cognition management and product use management. In the case of cognition type (C) and social type (I) Product use management. The results of this study suggest that hair management awareness and behavior, which is dependent on DiSC behaviors of consumers, are provided as basic data for corporate marketing strategy.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.5
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• pp.784-796
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• 2010

Consumers focus on information about the symbolic meaning of a product for highly involved and emotional products (such as cosmetic products). This study examines the effectiveness of the congruence between cosmetics advertising image and self-image on consumer attitudes. In addition, this study examines two additional moderating effects, which are 'product type' and 'message type'. For the experiment, four advertizing type factorial designs were performed. A total of 320 undergraduate female students in Korea participated in the experiment. This study captured the subjective judgments of consumers on these three comparisons in terms of advertizing attitude, brand attitude, and purchase intention. The results are as follows: First, the greater the self-congruity on cosmetic advertising, then the greater the effectiveness on advertizing attitude. Second, the increased self-congruity on cosmetic advertising did not create greater effectiveness on brand attitude. Third, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image increased the effectiveness on brand attitude. Fourth, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image improved the effectiveness on purchase intention. Fifth, the greater the brand attitude (on the congruence between the cosmetics advertising image and the self-image produced)increased the effectiveness for purchase intention. The results show a significant moderating role of the product type. Marketers can use the results of this study to understand the market of cosmetic products for promotion.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.411-417
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• 2019

The Korea Convergence Society. The main purpose of this study is to analyze and categorize Art Infusion, and to examine the effects of consumers' advertising on attitude and memory information. As a result, first, there were no statistical differences according to the type of recall according to the way of using famous paintings. However, the product diagnosis and advertisement diagnosticity according to the way of using the famous paintings showed positive evaluation in the reinterpreted famous paintings. Second, in the case of recalls according to the frequency of exposure to famous paintings, the exposure of famous painting advertisements was higher than that of the highly exposed painting advertisements. Third, when comparing the interaction effect on the recall of advertisements, the high-exposure advertisements reinterpreted by the camera showed the highest recall. The results of this study are expected to contribute to strategic measures that can positively change consumer memory and attitudes according to the way of using famous paintings.