• 마케팅과학연구
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• 제18권4호
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• pp.195-215
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• 2008

본 연구는 기업에 대한 소비자의 의도추론이 희소성 효과에 미치는 영향에 있어서 희소성 메시지의 수량한정 유형 및 폭의 조절효과를 파악하고자 진행되었다. 연구결과는 크게 두 가지로 요약할 수 있다. 첫째, 특별한정으로 제시되는 경우에는 소비자의 기업에 대한 의도추론은 희소성 효과에 영향을 미치지 않았다. 그러나 일반한정으로 제시되는 경우에는 소비자가 기업의 의도를 추론하는 경우가 그렇지 않은 경우에 비해 구매의도가 더욱 낮았다. 둘째, 수량한정의 폭이 작은 경우에는 소비자의 기업에 대한 의도추론은 희소성 효과에 영향을 미치지 않았다. 그러나 수량한정의 폭이 큰 경우에는 소비자가 기업의 의도를 추론하는 경우가 그렇지 않은 경우에 비해 구매의도가 더욱 낮았다.

• 유통과학연구
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• 제17권10호
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• pp.107-114
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• 2019

Purpose - This is longitudinal research which aims to investigate the meaning of greenness to consumers' behavior. Consumers adopt green marketing as a new factor in product buying and consumption and more and more consumers prefer green product and services. Consumers' green buying behavior can be different from other purchasing experiences. There would be changes in the meaning of green as time passed and it can be different from countries to other countries. This study examines focus group studies with several groups. There is a ten-year gap between 2010 focus group and 2019 focus group interviews. With this ten-year gap, we can find the change of greenness to consumers. Research design, data, and methodology - The data were collected from Turkish, Korean, Kazakhstan people. This is a cross-sectional study and focus group interview was designed. We can gain information relevant to the research problem with using focus group study and get some insights into basic needs and attitudes of green marketing. The subjects for green purchase interviewee were confined to under 40 years old's shoppers regardless of gender. The first study was investigated with several groups in 2010 and the second interview were conducted in 2019. Results - Results show that the meaning of greenness for consumer has changed over time in accordance with the growing accordance of environmental sustainability. Basically, green marketing still means valuable, natural, recycle-able, good for health, clean, smart behavior, essential benefit. The concept of greenness significantly evolved since it was investigated in 2010. It moves away from focusing on specific environmental issues to considering global sustainability issues. Especially we found that greenness can be related with globalization, higher education, social status at the 2019 interview. Conclusions - This paper attempted to confirm the green marketing is essential and expands its meaning to various aspect. Usually, we can think green marketing is everywhere, therefore, people don't care about green issues in real. But consumers are adopting green marketing more and more, it can be a means to attract potential consumers. Therefore, companies should provide enough greenness information for people and they might apply greenness communication to attract potential customers.

• 패션비즈니스
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• 제16권3호
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• pp.45-62
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• 2012

This study aims to examine the effect of talent types on the purchasing behaviour of beauty-service products in 367 adults(female and male). The present study is the first to consider both talent types and the purchasing behaviour of beauty-service products correlates to appearance management behaviour. Frequency analysis showed that the mean of 8 talent types of 367 participants was 3.324. The highest talent type of 367 participants was interpersonal talent, the lowest talent type was logical-mathematical talent among 8 talent types. There were statistically significant relationships between the talent types(specially, bodily-kinesthetic talent and interpersonal talent) and the purchasing criteria of beauty-service products on the correlation analysis. And the effects of 8 talent types on the purchasing frequency of 4 beauty-service products were significant on the regression analysis, specifically, the results showed that the most significant among 8 talent factors was the interpersonal talent, next, the bodily-kinesthetic was. Thus, the more purchasing frequency of beauty-services products, the higher interpersonal talent were, and the better affinity with others were. As a results, the interpersonal talent factor and bodily-kinesthetic talent factor among 8 talent factors were ultimately affecting the appearance management behaviour. The higher the score, it was concluded that the subject was more active in beauty-related behavior. Conclusively, the appearance is a form of personal asset for one's self-fulfillment, and strong and beautiful appearance is a medium to improve self-esteem and dominance. It is possessing a significant influence in personal satisfaction, self-identity, and social success.

• 한국유통학회지:유통연구
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• 제9권3호
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• pp.97-118
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• 2004

본 연구에서는 기업 간 관계에서 핵심 개념 중의 하나인 신뢰를 호의 및 역량과 같은 내용별 차원과 더불어 기업 신뢰 및 영업사원 신뢰와 같은 대상별 차원을 동시에 고려하여 이들 차원이 관계몰입 및 시민행동에 영향을 미치는 차별적 효과를 검증하였다. 수도권에 소재하고 있는 유통업체의 구매담당자를 대상으로 수집된 자료를 가지고 분석한 결과, 공급업체의 경우 역량 차원은 구매업체의 관계몰입에 유의한 영향을 미치고 있으며, 호의 차원은 유의하지 않은 것으로 나타났다. 반대로 영업사원의 경우 호의 차원은 구매업체의 관계몰입에 유의한 영향을 미치고 있지만 역량 차원은 유의하지 않은 것으로 밝혀졌다. 또한 관계몰입은 협력적 행동, 비불평성, 공익성과 같은 관계적 시민행동에 모두 유의한 영향을 미치고 있는 것으로 나타났다. 끝으로 이러한 결과의 이론적 및 실무적 시사점이 논의되고 연구의 한계점과 미래의 연구방향이 제시되었다.

• 한국HCI학회:학술대회논문집
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• 한국HCI학회 2008년도 학술대회 2부
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• pp.460-464
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• 2008

제품의 사용자 인터페이스를 개선하고 최적화하기 위해서는 실제 사용자들이 그 제품을 어떻게 사용하는지에 대한 정확한 이해가 선행되어야 한다. 지금까지 사용자의 행동을 이해하기 위한 방법으로 주로 사용되어 온 면접이나 질문지는 사용자의 기억에 의존해야만 한다는 단점이 잇으며, 사용자에게 특정한 과제를 부여하고 행태를 관찰하거나 실험을 진행하는 usability test, 사용자의 실제 환경이 아닌 주어진 환경에서 실험자의 의도에 따라 정해진 과제를 수행해야 한다는 제약이 있다. 본 연구에서는 이러한 단점들을 보완하고 실제 사용 환경에서 자연스러운 사용자 행태를 추출하기 위하여 사용자의 사용 로그를 저장하고 분석하는 방법을 활용하였다. 연구 대상 폰을 사용하고 있는 실사용자들을 마켓 세그멘테이션에 따라 선발한 후, 로깅 소프트웨어를 이용하여 약 2 주간 사용한 휴대폰 로그 데이터를 수집하였다. 또한, 로그 분석이라는 방법이 실제 관찰을 포함하지 않았다는 점을 보완하기 위하여 사용자들에게 같은 기간 동안 시간대별 일기 형식의 기록을 하도록 요청하였고, 추후 간단한 면접을 실시하였다. 수집된 데이터를 분석하여 주요 기능의 사용 빈도 및 사용 행태를 추출해내고 사용자의 세그멘테이션을 재분류할 수 있었다. 또한, 이를 바탕으로 새로운 형태의 사용자 인터페이스의 방향 또한 도출해 낼 수 있었다.

• 한국의류산업학회지
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• 제17권6호
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• pp.956-964
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• 2015

This study aims to investigate the relationship between consumers’ clothing consumption values, demographic features, and clothing disposal behaviors. The data were collected from 300 women aged between 20 and 59 through the online survey with the self-administered questionnaire. A series of exploratory and confirmative factor analysis was conducted to identify the dimensions of clothing consumption values and clothing disposition behaviors. Clothing consumption values consisted of six dimensions including conditional value, individuality value, fashion value, social value, practical value, and self-expression value. Clothing disposition behaviors were discovered as four dimensions such as discarding, giving, selling, and donating. A structural equation modeling analysis was employed to examine the relationship between clothing consumption values and disposition behaviors. While individuality value, fashion value, and practical value had a significantly positive impact on donating, giving, and discarding behaviors, both practical value and self-expression value negatively influenced discarding behavior. Fashion value negatively affected giving behavior. Employing a series of MANOVA, one-way ANOVA and sheffe's multiple range test, this study found that there were significant effects of age, marital status, monthly income, and monthly clothing expenses on giving and donating behaviors. This study suggests that fashion firms should be aware of clothing disposition in terms of social and environmental concerns and understand diverse consumer disposal behaviors and utilize them as a social marketing strategy.

• 수산경영론집
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• 제41권3호
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• pp.59-78
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• 2010

This paper tries to apply the asymmetrical price transmission(APT) behavior observed in the agricultural industry to supply chains of the domestic fishery industry by a statistical manner. The fore mentioned asymmetrical price transmission refers to when price movements in the later stage of the supply chain do not move in a normal or symmetrical manner corresponding to price movements in the earlier stage of the supply chain. Therefore, when the earlier stage price increase and the later stage price increases to a larger degree, it is called positive(+) asymmetry and the opposite behavior is called negative(-) asymmetry. The study examines the data from domestic producers of three fresh fish types, hairtail, mackerel, and cuttlefish, and tries to examine the price asymmetry between the producer or farm, wholesaler, and retail prices via an APT test utilizing unit root, cointegration, and error correction model. The study found, hairtail wholesale and retail pricing bas a negative asymmetric relationship while mackerel has a negative asymmetric pricing relationship at the producer and retail levels of the supply chain. In the case of cuttlefish, all levels of the supply chain showed negative asymmetrical behavior in the supply chain price transmission, meaning the earlier stage price changes are more rapidly and greatly inputted in the later stage of the supply chain pricing. We believe that the reason why the analysis results show negative price asymmetry is due to the uniqueness of fishery products having an important variable such as freshness. If price increases are greater and quicker than price decreases, then consumer demand, which is sensitive to price increases will decrease and subsequently result in the increase of inventory levels, reducing profits for retailers. Also, frozen hairtail, mackerel, and cuttlefish will act as substitute goods to fresh fishery products. Therefore, fresh fishery products have a high demand of price elasticity. When prices increase, demand quickly decreases. Therefore the profit of wholesalers and retailers to decrease, I think this is the main reason of APT in the supply chain of Korea' s fisheries industry.

• 복식문화연구
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• 제10권2호
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• pp.103-115
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• 2002

The purpose of this study is to investigate the consumers′ cognition and buying behavior on sports brand character. Since the character industries are booming, this study focused on the source and the expression method of sports brand characters that are already known to consumers. Subjects of this study were university students who were interested in sports brand characters, living in Seoul and Kyenggi-do. The questionnaire were developed based on the previous studies. Data were analysed by Frequency analysis, ANOVA, Duncan Test, and Spearman′s Rho. The results were as follows: 1. The most preferred source of sports brands character was "illustrated human figure"(i.e. a famous athlete like Michael Jordan). And the most favorite expression method of character was the combination of letter and symbol as the character of ASICS and NIKE. 2. The important design factors of sports brand character were the symbolism and aesthetics. The consumer recognized NIKE as the most well-designed character design. 3. Consumers′ preference of sports brand was found to be NIKE, REEBOK, ADIDAS, and FILA, in order. The reasons for preference were the design, the brand image, and the quality. On the other hand, the most frequently purchased brand was NIKE, FILA, and ADIDAS in order. Most of the purchase took place in the brand outlet store, and the consumers usually came with their friends for purchase of sports brand. The display of store was the consumers′ major source of information. 4. The preference group of sports brand character recognized more importantly color, design, brand, and especially fashionability than the non-preference group. And the most important criteria for brand selection were design, price, and comfort orderly. 5. Female consumers recognized more importantly color, design, brand, and others′ recommendations than male consumers. The aged consumers recognized importantly durability, comfort, and quality.

• 한국식생활문화학회지
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• 제36권5호
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• pp.421-429
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• 2021

Local non-timber forest products can be easily accessed by tourists. These also provide opportunities for tourists to experience the local culture. Many local governments are paying constant attention to the development of non-timber forest product brands to revitalize the local economy and increase the profits of local farmers. Although there are many forest products and tourism resources in each region of Korea, there is no local specialized strategy to sell non-timber forest products and promote consumers' purchase intentions. In this study, we aimed to explore the consumers' perceived creating shared value (CSV) and its association with purchasing behavior of non-timber forest products in Jeongeup city, Korea. Data were collected from 1,066 consumers who had purchased non-timber forest products. Purchasing patterns of local specialty products differed depending on consumers' perceived CSV levels. In addition, consumers with higher levels of perceived CSV showed higher awareness and familiarity with Jeongeup city and experienced Jeongeup city's non-timber forest products. Our findings suggest that improving consumer perception towards CSV of non-timber forest products can be used as a marketing strategy for local non-timber forest products to revitalize the local economy.

• 디지털산업정보학회논문지
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• 제17권4호
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• pp.147-159
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• 2021

This study was conducted to analyse the dine out behaviors for single-person households using the Consumer Behavior Survey for Food in 2019. The results showed that the respondents had different dine out behaviors according to their age. 20s~30s and 40s~50s single-person household tend to dine out more frequently than 60s~70s. On the other hand, there was no significant difference in the most important selection criteria when choosing a restaurant (p=0.063), but 39.7% of 20s~30s 43.1% of 40s~50s, and the 38.3% of 60s~70s respondents selected 'the taste of food', and the young people (20s~30s) who chose 'cleanliness of the restaurant' were second with 39 people (15.5%), but in the opinion of 40s~50s and 60s~70s, 'price level' was the second most important selection criteria. Besides, frequency of buying food at home was the influencing factor for 20s~30s' monthly expenditure of dinning out, while frequency of buying food at home, monthly expenditure of buying delivery or take-out food were the factors for 40s~50s. Lastly, gender, occupation as well as monthly expenditure of buying delivery or take-out food were the factors for 60s~70s' monthly expenditure of dinning out. As many studies have shown that the expenditures single-person households play an important role in the restaurant business, the results of this study are necessary for food service industry to generate different business strategy to single-person household by age.