• 한국콘텐츠학회논문지
• /
• 제20권3호
• /
• pp.527-541
• /
• 2020

윤리적 제품과 기업에 대한 소비자의 호의적인 태도, 윤리적 소비자의 증가는 최근 전 세계적인 흐름이다. 그럼에도, 윤리적 제품에 대한 호의가 반드시 구매로 이어지지 않는다는 연구들 또한 등장하고 있다. 본 연구는 그러한 사실에 주목하여, 윤리적 제품의 어떠한 특성에 대한 소비자의 지각이 구매행동으로 연결되는지 탐색하고자 하였다. 이를 위해 3개의 실험이 수행되었으며, 주요 결과는 다음과 같다. 첫째, 같은 윤리적 제품이라 할지라도 소비자가 지각한 윤리성의 정도가 높아야 소비자의 선택 가능성이 높아졌으며. 이러한 경향은 친환경 제품과 기부형 제품을 막론하고 확인되었다. 이는 최근 이슈가 되고 있는 '진정성(authenticity)'에 대한 소비자의 지각으로도 이해할 수 있을 것이다. 둘째, 지각할만한 윤리성의 차이가 없다면, 윤리적 소비자들은 브랜드명성을 구매의사결정의 중요한 요인으로 판단하는 것으로 나타났다. 이는 기업별로 윤리성의 정도가 차이가 나는 제품이 아니라면, 결국 윤리적 소비에 있어서도 브랜드명성이 중요한 요소로 작용할 수밖에 없다는 사실을 시사해준다. 셋째, 윤리적 제품의 소비는 소비자의 특성에 따라 차이점을 나타내지 않았다. 본 연구에서는 소비자의 이타성과 과시성을 중심으로 비교하였으나, 이러한 개인 특성의 여부와 상관없이 브랜드명성과 지각된 윤리성이 매우 큰 영향을 지니는 것으로 나타났다. 예상과는 달리, 이타적 성향의 소비자들에게서 언더독 효과가 발생하지 않았다는 점이다. 연구 결과와 관련하여 몇 가지 시사점과 연구의 한계, 향후 연구에 대한 제언을 논의하였다.

• 대한가정학회지
• /
• 제40권2호
• /
• pp.87-100
• /
• 2002

The purpose of this study was to investigate the demographics and general clothing buying behavior according to clothing shopping orientation of female workers. A questionnaire was developed to measure clothing shopping orientation, fashion information sources, stores selection criteria, clothing purchasing frequency of a year, purchasing expenditure of clothing, the demographics. The questionnaire was administered to 775 female teacher in Chonnam. The data was analyzed using percentage, frequency, mean, factor analysis, Cluster Analysis, $\chi^2$-_test and ANOVA, Duncan test. The results of the study were as follows: 1. The female teachers were classified into four groups by the cluster analysis; indifferent shopping group, rational shopping group, conspicuous shopping group, recreational shopping group. 2. In the case of fashion information sources, significant differences were found according to shopping orientation subdivision in mass media information, information by consumer, information by marketer. 3. The stores selection criteria were significantly different depending on shopping orientation subdivision in goods and atmosphere of shop, promotion, convenience of shop's location. 4. The clothing purchasing frequency of a year were significantly different depending on shopping orientation subdivision. 5. The significant differences were found according to shopping orientation subdivision in purchasing expenditure of clothing. 7. In the demographic characteristics, significant differences were found according to shopping orientation subdivision in age, marriage, the length of one's work, income.

• 복식
• /
• 제53권1호
• /
• pp.87-98
• /
• 2003

The purpose of this study was to investigate body image as attitude toward physical appearance, and appearance-management behavior, and to analyze the relationship between body image and life style which affects consumer behavior. The method of the study was survey research by using questionnaires. Subjects were 323 women in their twenties. Statistical analysis methods were frequency, percentage. factor analysis, discrimination analysis, one-way ANOVA, x 2- test, and Duncan's multiple range test. The results of the study were as follows. As for appearance-management behaviors of woman in her twenties. 60.1% of all respondents experienced in diet. 31.6% experienced in plastic operation, 47.4% experienced in skin care, 44.9% experienced in perfect make up, and 84.8% experienced in hair dyeing. The group with high appearance concern showed high body satisfaction. Life-style factors were analyzed into 5 factors. The group with low appearance concern considered active family-focus life factor importantly, the group with middle appearance concern considered social life factor, and the group with high appearance concern considered self-focus life type and conspicuous consumption life factor. A significant difference was found in body image between groups according to social level and demographic characteristics. The female group in the mid twenties who majors in arts and athletics, resides on southern part of Han river, and belongs to high society was analyzed to show high appearance concern and body satisfaction. and many experiences of appearance-management behaviors.

• 복식문화연구
• /
• 제26권3호
• /
• pp.427-449
• /
• 2018

The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in Ulaanbaatar, Mongolia. A total of 184 surveys were used for data analysis. Exploratory factor analysis revealed five luxury values: quality value, hedonic value, conspicuous value, social value, and unique value. Using the five luxury values, clustering analysis was conducted, showing that there were four distinct segments: passive shoppers, showoffs, rational value groups, and hedonists. ANOVAs and chi-square analyses revealed that these four segments differed in consumption values, demographic characteristics, lifestyle dimensions (including appearance consciousness, leisure orientation, life enjoyment, and achievement orientation), and purchase behavior (including purchase frequency, price of products purchased, and product selection criteria). Moreover, value segments showed differences in five dimensions of luxury brand personality: sincerity, professionalism/attractiveness, excitement, materialism, and sophistication. The results suggest that consumption values serve as a significant basis for segmentation. Furthermore, the current study indicates that value segments can be described as consumers' perceived brand personality. The study concludes with a discussion of the results, theoretical and practical implications, and limitations.

• 가족자원경영과 정책
• /
• 제12권3호
• /
• pp.45-58
• /
• 2008

The purpose of this study is to determine how the culture of modern mass consumption is understood in determining a decent lifestyle. This study examined a variety of literature on this problem. The important results are as follows. The culture of consumption has evolved through the increase of productivity in modern industry. People's desires have instigated a developing consumption culture: the concepts of advertising, fashion, over-consumption, and conspicuous consumption. The dissemination of this new consumption culture in an information-rich society, facilitated by the popularization of the Internet, has started to influence every nook and comer of our lives. This change of lifestyle has resulted not only in positive effects, but also in negative ones, such as distortion of information, and inequality. Thus the culture of modern mass consumption has created a new concept of class order and has reinforced the unbalance between opinion-leaders and opinion-followers. It has also increased the ratio of needs to wants. Consumption makes escape and sensual pleasure possible. The conclusion of this study is that the culture of modern mass consumption has not upheld its original purpose, that is, the qualitative enrichment of life through consumption. It has only caused the disintegration of individuality.

• 복식문화연구
• /
• 제29권3호
• /
• pp.406-421
• /
• 2021

During the COVID-19 pandemic, the obligatory wearing of masks has led to increased consumer demand and the diversification of mask design. Accordingly, it is necessary to understand the inner meaning and characteristics of masks in the pandemic situation. Therefore, the purpose of this research is to analyze the characteristics of fashionable masks and their new cultural meaning under the COVID-19 pandemic. This research is based on literature review and empirical research. Drawing on an investigation of the historical evolution of masks and their transition under the pandemic (exhibiting differences in mask culture among countries and regions), this study analyzed 54 distinctive fashion masks designed by fashion brands and influencers that appeared from January 2020 to January 2021. The characteristics of fashion masks identified under the influence of the pandemic are as follows: Message delivery on political issues and human rights; psychological defense and expression of individuality; and conspicuous display via luxurious materials and luxury brand logos; moreover, the design of the mask uses the same material, color, pattern, decoration, and other methods as clothing to achieve the overall style. Over the course of the pandemic (and even in post-pandemic lifestyle), fashion masks are becoming more diversified conveying new social and cultural meanings.

• 디지털융복합연구
• /
• 제12권6호
• /
• pp.385-396
• /
• 2014

본 연구는 부산시민을 대상으로 선택진료제도에 대한 인식도와 선택진료의 경험이 있는 의료소비자에게 제도 인식율과 만족도 결과에 따른 개선방안을 도출하여 효과적인 선택진료 제도 운영에 필요한 기초자료 제공을 위하여 만 20세 이상 부산시민들을 연구대상자로 설문조사를 실시하여 분석한 결과, 여성, 20대, 대졸이상, 학생과 서비스직종, 월 평균소득은 200~299만원에서 가장 많은 분포를 보였다. 선택진료를 인지하고 있는 사람은 27.7%이고, 선택진료 경험자에 의한 인지율은 23.7%였다. 선택진료제도의 규칙에 대한 실제 인식율(정답율)은 전체 평균 66.3%이며 제도를 알게 된 경로는 대중매체를 통해서(31.9%)이며, 전문성이 높은 진료(57.5%)이기 때문에 선택진료를 이용하였다. 이들 대상자들은 재이용할 의사가 있다(76.3%)는 의견을 보였고 사유는 고급의료를 제공(35.2%)받기 때문이라는 결과를 보였다. 선택진료경험자의 만족도 전체 평균은 2.96점으로 만족도가 대체로 높지 않은 결과를 보였으며, 선택진료제도 개선을 위해서는 홍보강화(91.2%), 환자가 보기 쉬운 곳에 안내문 비치(96.7%), 선택진료비용 줄임(85.7%), 진료약관설명을 상세히할 것(65.4%)을 제시하여 효과적인 제도운영을 위해서는 지속적인 홍보를 통한 환자의 인식율 제고와 아울러 환자의 의료비 부담을 경감시킬 수 있는 제도적 전환이 필요할 것이다.

• 한국의류학회지
• /
• 제34권11호
• /
• pp.1786-1797
• /
• 2010

This study investigates the historical formation and characteristics of modern Korean consumption culture by reviewing previous literature about consumption spaces and conspicuous consumption in modern Korea. This study examined the historical formation and characteristics of three different periods of time: from 1876 to 1919, from 1920 to 1936, and from 1937 to 1945. In addition, the current study reviews previous literature related to advertising, poems, novels, historical events, and Orientalism. Based on this, the historical characteristics were also analyzed. The overall results were as follows: The first period from 1876 to 1919 was the beginning of modern Korean consumption culture, in which exotic goods such as foreign fabrics were preferred and consumed. In addition, clothing was simplified and westernized through modern reform. The second period of time, 1920 to 1936, was the development stage of modern Korean consumption culture that formed the foundation of modern consuming spaces where the recognition of the human form became more modern, and 'modern girls' styles appeared. The final period, 1937 to 1945, was the regression stage of Korean modern consumption culture, in which consumption decreased during the Sino-Japanese War and World War II. The results of this study' conclude that the leading-consumer items hold symbolic value as well as became signifiers within modern consumption spaces such as modern Korean department stores and that women were recognized as modern leading-consumers as shown by the dramatic increase in the number of products that targeted women.

• 복식
• /
• 제52권8호
• /
• pp.41-54
• /
• 2002

This study discusses the beauty of the ideal body shown by fashion communication media, and explains how aesthetic aspects of, the body are being expressed in contemporary fashion. The beauty of the body may be considered as the beauty of sexual, controllable or consumable object. First. the most vigorously discussed point about the body is its sexual aspect, the most outstanding of which is the voluptuous and the androgynous beauty in contemporary fashion. Second, the body is an object which has been oppressed or controlled under the name of history. morality. and rationality. The things making us regard the body itself as an aesthetic object may be considered as dynamic and functional beauty Third, the sexual instinct and the body are fetishized as consumer goods, and women's bodies are presented as comsumer objects whose most parts could be restored to exchangeable value. The consumable beauty presented in contemporary fashion is the conspicuous beauty and the decadent beauty. So far, the various aspects of the beautiful body has been considered, based on the beauty of the ideal body shown by the fashion communication media. Man exists through on his body. but it is the embodied and formed body that serves as a means to manifest his social status and cultural ties. A natural body is reformed as a cultural phenomenon in various artificial ways. Popular culture has transmitted a series of new body image by creating and reproducing symbols and images, and has made the ideal body. Now there is not only one standard for the ideal beauty in our society. The standard of the beauty has changed continuously. There has been an aesthetic sense which can represent the times during the process of those changes. The various communication media have played a role of mirror reflecting those changes. The ideal body in contemporary times is no more an abstract media to express classical beauty, but an object directly affecting us, who are living in the crisis of subjectivity and identity.

• 한국콘텐츠학회논문지
• /
• 제12권9호
• /
• pp.182-193
• /
• 2012

벨소리와 통화연결음 시장의 확대에 주목하여 음원소비가 감상용 음원에서 꾸미기용 음원으로의 활용 확대되는 시점에서 발신자와 수신자가 음원에 대하여 브랜드개성으로 인식하는지, 자아표현이 어떠한 방식으로 이루어 질 것인가에 관한 연구이다. 대학생 196명을 대상으로 본인의 자아이미지와 본인이 선택 혹은 선택 예정인 벨소리와 통화연결음이 일치하는지에 대한 설문조사를 실시하였다. 표본을 대상으로 SPSS 19.0 통계패키지를 사용하여 대응표본 t테스트를 실시한 결과 자아이미지의 요인으로 도출된 내향성, 외향성과 벨소리, 통화연결음의 요인으로 도출된 내향성과 외향성의 관계가 서로 불일치하였다. 즉 내향성을 가진 소비자는 외향적인 음원을, 외향적인 소비자는 내향적인 음원을 선택하고 있었다. 휴대전화 발신자는 벨소리와 통화연결음 등 음원을 선택함에 있어 본인이 아닌 상대방을 염두에 두어 본인의 자아이미지와 상반되는 브랜드개성을 가진 음원을 선택하는 즉 과시적 소비성향을 보여주고 있다.