• Journal of the Korea Society of Computer and Information
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• v.7 no.1
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• pp.154-160
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• 2002

Global cosmetic corporations take about 40% of Korean cosmetic market in a short period, and will expand their share rate. Furthermore, Korean main cosmetic market channel has been changed from cosmetic shop to diverse channels in accordance with Korean consumer's trends. Therefore, Korean cosmetic corporations must response to the global competitors and the changed market factors simultaneously with an effective business strategy. This paper suggests the effective business strategy to keep and raise the market share against the global cosmetic corporations, and response to the changed market situation.

• Korean journal of food and cookery science
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• v.22 no.4 s.94
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• pp.495-503
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• 2006

The purpose of this study was to analyze the effect of the consumer-brand relationship quality on the brand loyalty in family restaurants. Questionnaires were distributed to 320 students in K University located in Masan, who were sampled by convenience-sampling method. The surveys were conducted from November, 10 to 24, 2005. Of the 287 returned questionnaires, 15 unusable questionnaires were excluded to leave 272 for use in the final analysis(response rate: 85.0%). For the statistical analysis, SPSS(12.0)was used to conduct the descriptive analysis, factor analysis, reliability analysis, correlation and multiple regression analysis. The results of this study showed that 2 constructs (satisfaction and intimacy) of consumer-brand relationship quality have significantly positive effects on the brand loyalty in family restaurants(p<.01). This indicates that as consumer-brand relationship quality strengthens, the customer's brand loyalty increases. In conclusion, food service managers in family restaurants should focus on the marketing strategies to strengthen the quality of consumer-brand relationship in order to increase the brand loyalty of customers.

• Journal of the Korean Society of Food Science and Nutrition
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• v.34 no.4
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• pp.489-495
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• 2005

The purpose of this study was to analyze the effect of the consumer-brand relationship Quality (CBRQ) on the brand loyalty in the fast food restaurant in Masan, Korea. The Questionnaires were distributed to 250 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were performed from December 6 to 14, 2004. The 246 Questionnaires were responded, and 12 unusable Questionnaires were excluded, then 234 were used for the final analysis $(response rate:\;93.7\%)$. For the statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, factor analysis, reliability analysis, Pearson correlation and multiple regression analysis. The result of this study showed that 2 constructs (satisfaction and commitment) of consumer-brand relationship Quality have significant positive effects on the brand loyalty in the fast food restaurant. It meant that as consumer-brand relationship quality becomes stronger, the customer's brand loyalty becomes greater. The differences of customer loyalty between the high and low group of self-connective attachment, satisfaction, commitment, trust and intimacy were significant. So the brand loyalty of high group of customer-brand relationship quality was significantly higher than that of low group of customer-brand relationship quality. As a conclusion, the operator in the fast food restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship in order to increase the brand loyalty of customers.

• Journal of the Korea Society of Computer and Information
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• v.29 no.3
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• pp.199-216
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• 2024

This research examines the factors influencing consumer purchase intentions in e-commerce live streaming, set against the backdrop of the internet celebrity economy. The investigation serves as a pivotal inquiry into the dynamics of this economy, striving to uncover the extent of internet celebrities' influence, particularly in terms of their economic impact. Employing the Emotional Behavioral Cognitive (ABC) attitude theory and the Stimulus Organism Response (S-O-R) theory as foundational frameworks, this study scrutinizes internet celebrity live streaming sales. It incorporates direct observations and leverages existing scholarly work to devise a tailored measurement scale and questionnaire. From this, a research model and hypotheses are developed, leading to the establishment of an empirical model. This empirical model is instrumental in statistically analyzing how e-commerce live streaming, within the internet celebrity economy context, shapes consumer purchase intentions. By integrating theoretical insights and empirical findings, the research elucidates the strategic dimensions and consumer behavior aspects in digital commerce. It enhances understanding of how internet celebrity influence intersects with consumer purchasing processes. Overall, this study contributes to the academic discourse on digital marketing and consumer behavior, providing a nuanced perspective on the mechanisms through which internet celebrities affect e-commerce. It offers valuable implications for marketers, strategists, and policymakers aiming to navigate the complex landscape of the internet celebrity economy.

• Journal of Distribution Science
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• v.17 no.9
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• pp.127-131
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• 2019

Purpose - This study focuses on clues that can clearly amplify the effects of background music. Review which store environments have a direct and positive impact on consumer responses, such as purchases. Research design, data, and methodology - This study focuses on clues that can clearly amplify the effects of background music. The purpose of this study is to examine what kind of store environment, combined with background music, has a direct and positive effect on consumer reactions such as purchase, and suggest future research directions. Results - The manager decides to use background music in the store because it is relatively inexpensive and easy to identify the emotional response of the consumer. In addition, appropriate background music lowers the psychological purchasing barriers of consumers. Previous studies have often not conducted a basic review of whether consumers perceive background music when it is used in retail stores. For example, it is necessary to make sure that the volume of the background music is loud enough and that the noise is properly excluded despite the congestion of the store so that the pure influence of the background music on the consumer can be measured. A way for store managers to clarify and differentiate their identity is to create a unique and satisfying store atmosphere for their customers. In order to help customers focus on their purchases, store managers must use marketing elements to integrate the five senses. And they should plan background music aiming at synergy effect of these five senses. In other words, in order to make the store atmosphere positive, it is not enough to have a suitable visual design interior or background music in the store, and consumers should have the opportunity to smell, taste and touch it directly. Conclusions - In conclusion, we hope that the following issues will be studied by several scholars in the future. It should be clarified that the impact of background music on customers varies depending on the customer's movement in the store, the selection of the background music genre order, and the timing (interval) of background music exposure to the customer.

• Management & Information Systems Review
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• v.38 no.4
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• pp.95-111
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• 2019

This study aims to measure effects of cause-related marketing by using consumer's preference of cause-related marketing product as a dependent variable. One of main factors influence on preference of cause-related marketing product is a product type. Previous research has shown that hedonic product is more effective for cause-related marketing than utilitarian product. The result was largely explained by the logic of guilt. However, there were conflicting results. In addition, the level of guilt may vary depending on the consumer characteristics or the market environment. Therefore, this study focuses on the impact of product type on the effect of cause-related marketing. For the Korean and Chinese markets, this study examines the effect of interactions between countries and product type. The result was significant. Specifically, there was a difference in preference of cause-related marketing product between Korean and Chinese consumers by product type. Based on the findings, implications and limitations of this study and future research directions were presented.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.199-214
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• 2024

Until now, research on consumers' purchasing behavior has primarily focused on psychological aspects or depended on consumer surveys. However, there may be a gap between consumers' self-reported perceptions and their observable actions. In response, this study aimed to investigate consumer purchasing behavior utilizing a big data approach. To this end, this study investigated the purchasing patterns of fashion items, both online and in retail stores, from a data-driven perspective. We also investigated whether individual consumers switched between online websites and retail establishments for making purchases. Data on 516,474 purchases were obtained from fashion companies. We used association rule analysis and K-means clustering to identify purchase patterns that were influenced by customer loyalty. Furthermore, sequential pattern analysis was applied to investigate the usage patterns of online and offline channels by consumers. The results showed that high-loyalty consumers mainly purchased infrequently bought items in the brand line, as well as high-priced items, and that these purchase patterns were similar both online and in stores. In contrast, the low-loyalty group showed different purchasing behaviors for online versus in-store purchases. In physical environments, the low-loyalty consumers tended to purchase less popular or more expensive items from the brand line, whereas in online environments, their purchases centered around items with relatively high sales volumes. Finally, we found that both high and low loyalty groups exclusively used a single preferred channel, either online or in-store. The findings help companies better understand consumer purchase patterns and build future marketing strategies around items with high brand centrality.

• The Journal of Information Systems
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• v.30 no.2
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• pp.79-103
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• 2021

Purpose Based on consumers' economic, psychological, self-development and conversion costs, this study discusses the relationship between consumers' negative attitude to their shadow work during the course of using self-service in unmanned supermarkets and their behavior. Design/methodology/approach Along with the Hirschman(1970)'s EVLN(Exit, Voice, Loyalty, and Neglect) reviewed, the proposed model of this study is based on the S-O-R model(Mehrabian and Russel, 1974) and mental accounting theory(Thaler, 1999), having empirical validation. Findings In the process of visits and consumption in unmanned supermarkets, increasing economic and psychological benefits can effectively reduce consumers' negative attitudes towards shadow work. In addition, the increase in switching costs will also effectively reduce consumers' negative attitudes towards shadow work. When shadow work holds a negative attitude, all the three kinds of actions will occur. Unmanned supermarket operators use consumers to create value while giving a certain return to them, which is conducive to the sustainable development of unmanned supermarket enterprises.

• Fashion & Textile Research Journal
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• v.16 no.4
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• pp.564-579
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• 2014

Packaging of shopping bag is a 'silent salesman' which plays an important role in marketing communication due to the increase of self-service outlets and changing lifestyles of customers. Retail shopping bags, which are defined as bags provided by retailers to customer as a means of transporting merchandise, are a type of secondary packaging. This study explored the effect of a fashion product's shopping bag types in sense of shopping value, customers' response, attitude toward advertising, and purchase intention. Data was analyzed by factor analysis, frequency analysis, correlation, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study were as follows. Consumers' responses about shopping bags show that there are some differences between consumers who have either hedonic or utilitarian shopping value. Hedonic shopping value influences on consumers' response as unique, interesting, and attention; however utilitarian value affects prestige in addition to those four significant factors. Therefore, this study shows that consumer response is different in accordance with shopping value. Thus, using the various types of shopping bags can be influenced on effective advertising. It will also great effect on marketing activity with lower cost. The significant result from this study has proven that the shopping bag is correlates to the definition of pop art today because it can offer an opportunity to look at, play with and buy sophisticated visual stimulus. Therefore, retail and brands have to concern about shopping bag considering their decisive role in the apparel market.

• Journal of Korean Society for Quality Management
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• v.40 no.3
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• pp.359-371
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• 2012

Purpose: Due to the explosive growth and widespread use of smartphones, new business opportunities are emerging. Despite the importance of creating customer value in using smartphone applications, past studies on have mainly focused on functions or factors and specifications that influence users to use the device. Methods: This study is intended to identify how customer dissatisfaction from the use of smartphone application services affects customer sentiment and behavior. The research model is tested via a survey of 290 smartphone application users. Results: The result of this empirical study indicates that customer dissatisfaction significantly affects the user's disappointment and regret in using a service, which are subordinate values of customer emotion. The user's anger is positively associated with 'Negative word of mouth' and 'Complaint', which are subordinate values of customer behavior, but not with an intention to switch to another service. 'Regret' and 'Disappointment' are positively associated with 'Negative word of mouth' and 'Switching intention', but not with 'Making direct complaints'. Finally, customer's negative sentiments are a significant intermediary in the relationship between customer dissatisfaction and behavioral response. Conclusion: Finally, the study offers a more systematic understanding on the phasal response process of customer dissatisfaction in relation to the provision of smartphone application services.