• East Asian Journal of Business Economics (EAJBE)
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• v.8 no.4
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• pp.1-18
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• 2020

Purpose - The current study attempts to reveal the causal relationship and identify the interrelationships among individual value, product selection attribute, and re-purchase intention of consumers when purchasing kimchi. Research design, data, and methodology - The surveys were distributed and retrieved to kimchi consumers in Seoul and Gyeonggi Province who were over 20 years old and who had purchased kimchi before. The current study utilized the self-reporting survey as the research method. Result - First, as a result of hypothesis 1 test, both internal value and external value had a significant effect. Second, as a result of hypothesis 2 test, while internal value had a significant effect, external value did not have a significant effect. Third, as a result of hypothesis 3 test, while internal value had a significant effect, external value did not have a significant effect. Fourth, as a result of hypothesis 4 test, all quality, brand, and price had a significant effect. Fifth, as a result of hypothesis 5 test, while internal value had a significant effect, external value did not have a significant effect. Conclusion - The current study aims to establish marketing and service strategies to maximize profits and secure competitive advantage in the kimchi industry through changes in the management strategy of the Korean kimchi industry.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.8
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• pp.1222-1230
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• 2007

This study measured the PPL communication effect whether the respondents had purchased the PPL products in the movie or not. The experiment of this study was held to females in their twenties(mostly university or graduate school students), and they answered the questionaries after being exposed to the 15-minute-edited movie. The results were as follows. In cognitive dimension, there were no differences of the recognition and the recall between two groups. In emotional and behavioral dimensions, the group with the purchase experiences of the PPL brands in the movie showed the more positive brand attitude and the higher purchase intention. The implications based on this results are as follows. First, to strengthen the brand image, the brand identity has to be established systematically. Second, the fashion marketers should constantly implement CRM(Customers Relationship Management) to the customers who purchased the brand products to make them loyal customers.

• The Korean Journal of Food And Nutrition
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• v.27 no.1
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• pp.120-127
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• 2014

The purpose of this study was to analyze the effects of celebrity endorsers used in fast food industry among highschool and undergraduate students. By taking the sample's age and income into consideration, the advertisement examples of fast food industries were chosen for this study. Data was collected by questionnaires from 400 students. For statistical analysis, the SPSS V19.0 was used for reliability and factor analysis, chi-square test and regression analysis. The results are as follows: First, there was a significant difference (p<0.01) in advertising effects according to gender and education level. Out of the consumers who were exposed to celebrity endorsers, the highschool students and women showed higher advertising effects. Second, the advertising attitude was positively related to brand images (F: 479.680, p<0.01) and buying intentions (F: 1101.427, p<0.01) as well as brand images on purchase intentions (F: 492.175, p<0.01). In conclusion, the consumers with positive attitudes towards advertisements will also evaluate brand images positively and be more likely to purchase the products.

• Journal of Distribution Science
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• v.21 no.11
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• pp.103-111
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• 2023

Purpose: This research aims to study the selection attributes influencing the purchasing decisions of the MZ generation in online luxury stores and explores the moderating effects of consumer value. The research aims to validate the impact of reasonable pricing, brand reliability, product variety, comprehensive product information, and user-friendly interfaces on customers' decision to purchase products from online luxury stores. Research design, data and methodology: A survey was conducted with 101 participants, and data analysis included exploratory and confirmatory factor analysis, as well as covariance structure model analysis. Results: The findings reveal that brand trust, product variety, and information sufficiency significantly influence brand affect, which in turn influences purchase intention. Additionally, the study identifies that consumers prioritizing hedonic value are more influenced by brand trust and information, while those prioritizing utilitarian value are more responsive to factors like reasonable price, product variety, and ease of use. Conclusions: The study provides insights into the preferences and behaviors of the MZ generation, highlighting their digital proficiency, mobile-centric lifestyle, desire for product variety, price-consciousness, social media influence, and the availability of personalized shopping experiences as factors contributing to their preference for online luxury stores. These findings contribute to understanding consumer behavior and decision-making processes in the context of online luxury shopping.

• Journal of the Korean housing association
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• v.20 no.2
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• pp.87-99
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• 2009

The brand is getting more important purchase factor in apartment market, so domestic construction companies have tried to differentiate it from others by creating the unique brand image. The purpose of this study was to investigate consistency of apartment brand image as a process which includes publicity, design and customer service and to analyze how using intergrated brand image affects brand preference and purchasing intention. To examine hypotheses, an empirical study using a survey questionnaire for residents living in 4 different brand apartments in Dongtan, Hwasung city was conducted. The collected data were treated with the SPSS Win Program 14.0. The study indicates that residents living in brand apartment generally preferred natural friendly image, high-class image and modern image to the others. And at first apartment brand images were created with image advertising on TV, catalog for sale and model house tour, but residents have most needs for customer service reflected in brand images. The study also has found that brand images in each process including publicity, design and customer service were not intergrated. However brand image intergration had positive effects on residential satisfaction and customer loyalty. The results of the study are expected to become the useful data in developing sustainable apartment brands and building effective marketing strategy of construction companies.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.4
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• pp.584-598
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• 2018

This study classified respondents by consumption value and analyzed differences in the purchase behavior of men's suits among consumption value groups. Frequency analysis, factor analysis, cluster analysis, and analysis of variance were conducted in order to analyze research problems. Factor analysis results showed that male consumption values included safety-oriented value, individuality-oriented value, others-oriented value, pleasure-oriented value, aesthetic-oriented value, low price-oriented value, community-oriented value, utility-oriented value, innovation-oriented value, and self-expression oriented value. The study divided respondents into personal satisfaction pursuit group, beauty & functionality pursuit group, individuality pursuit group, and others-oriented & low cost preference group according to consumption value. There were significant differences in selection criteria for men's suit (product image, physical properties of product, and brand name), selection reasons of brand (fashion & ostentation, individuality, and refinement), store attributes (store environment/salesperson service, reputation/additional service, and product assortment/shopping convenience).

• Journal of Families and Better Life
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• v.26 no.6
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• pp.193-207
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• 2008

This study analyzed the impact of the well-being trends and the attributes of the choice of the walnut-cookie on the consumer's purchasing intention. The results of this study would enhance newly revised product so that brand and product marketing strategy would be strengthened. This study also would contribute for the consumer related management through systematic and exploring research regarding consumers' expectation of products' values and trends. Specific results are as followings. Well-being oriented trends had various meanings such as "Commercial Well-being", "Eco-friendly Well-being", "Physical Well-being", and " Favors for leisure". Consumer's attributes of choice for the walnut-cookie were "Branding", "The Value of Traditional Food", "Environmental Position", and "The Function of Products". And the "Popularity", "Nutrition". and the "Service" were most preferred factors to be chosen. The multiple regression analysis was tried to test the impact of demographics, well-being trend, and the attributes of choice for walnut-cookie influence on the consumer's purchasing intention. The statistically significant factors were age, job, and leisure oriented consumer style of consumer's characteristics as well as corporation's brand strategy on a basis of marketing aspects. The younger groups, leisure pursing groups, and student groups showed the higher level of purchasing intention for the walnut-cookie compared to other groups.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.101-109
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• 2019

With the rapid development of China's economy, the consumption concept of Chinese consumers has changed, and the purchase intention of consumers is also affected by the origin of the brand. The purpose of this study is to help local enterprises gain more competitive advantages in international marketing activities by improving the image of the country of origin. Based on the theory of clue utilization, this paper constructs a theoretical model of the effect of the image of origin on consumers' purchase intention and puts forward the basic hypothesis. The data were collected, analyzed and processed through questionnaire survey and spss23.0. The results showed that: the image of the place of origin and the perceived value had a significant impact on the purchase intention. The image of origin has significant influence on perceived value. Finally, combined with the empirical research results, relevant marketing strategies and Suggestions are provided for local enterprises. At the same time, it also provides some reference for other countries to sell in China.

• The Research Journal of the Costume Culture
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• v.32 no.3
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• pp.321-333
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• 2024

This study aims to investigate how consumers perceive the attributes (ubiquity, continuity) of metaverse fashion brands in a virtual space. It also empirically verifies the impact on consumers' perceived values (hedonic value, social value) and consumer behavioral intentions (intention to use the platform, intention to purchase virtual products). The results verified in this study are as follows: First, we confirmed that the metaverse attributes perceived by consumers in the virtual space of the fashion brand, ubiquity and daily extension, positively affect customers' perceived hedonic and social values. Second, we found that consumers' perceived hedonic and social values have a significant positive effect on their intention to use the platform. Finally, we found that consumers' intention to use the platform had a significant positive effect on their intention to purchase virtual products. The results of this study will have academic significance by expanding the scope of research related to identifying metaverse attributes and values by identifying metaverse attributes and consumer values that perceived by consumers in fashion brands' virtual spaces in the metaverse. This study suggests a direction and strategy for fashion brands to move forward in building virtual spaces on the metaverse platform. In this way, they can create perceived value for consumers that elicits positive consumer behavioral intentions.

• Journal of Advanced Technology Convergence
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• v.2 no.3
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• pp.49-58
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• 2023

This study tried to verify the context effect in cosmetics advertisements by examining the cosmetics advertisement effect according to whether the brand image and the model image matched, and whether the brand image and the advertisement copy were harmoniously perceived. To this end, data were collected using the brand value type (3) × advertisement copy type (3) factorial design. The results are as follows. First, as a result of confirming the advertising effect according to the matching of the cosmetic brand image and the model image, it was found that both the advertising attitude and purchase intention were significantly high when the model image and the brand image matched. Second, it was confirmed whether there was a difference in the advertisement effect according to whether the cosmetic brand image and copy type matched. As a result, consumers who perceived that the cosmetic brand image and copy type matched had significantly higher advertising attitudes and purchase intentions than consumers who perceived that the copy type did not match. It is expected that it will provide validity as to whether the copy strategy should be established by incorporating the context effect when setting up a copy strategy for cosmetics advertisements in the future.