• 한국조리학회지
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• 제15권1호
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• pp.240-253
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• 2009

관여 수준의 개념이 오래도록 마케팅 분야에서 연구되어 왔음에도 국내의 관여도와 와인을 변수로 이용한 연구는 매우 부족한 실정이다. 부분적으로는 와인 소비자를 와인 전문가, 와인 애호가, 와인 초보자, 와인 문외한으로 분류하여 그들의 와인 선택 속성을 파악하려는 시도가 있었다. 본 연구에서는 와인 소비자의 형태 및 관여 수준이 와인 구입결정에 미치는 영향에 있어서 얼마나 차이가 있는 지를 분석함을 목적으로 한다. 설문은 총 380부가 배포되어 370명에게 응답을 받았으며, 350부의 결과가 SPSS(13.0) 프로그램을 이용하여 분석을 실시하였다. 연구결과는 와인 소비자 유형(와인 전문가, 와인 애호가, 와인 초보자, 와인 문외한)에 따라 와인 선택 속성에 명백한 차이가 있음을 확인 하였다. 본 논문은 와인의 매출, 와인 바의 매출 등을 위해서는 고객의 관여도를 높이는 것으로 시작해야 한다는 결과를 나타냈다. 본 연구는 와인의 관여도를 다룬 국내 논문이 전무한 상황에서 관여도를 높이는 방법으로 와인 프로모션을 제안한다. 더불어 서울과는 달리 지방 와인 프로모션이 활성화되지 못한 실정에서 음악회와 와인 프로모션을 연계해 와인 시음 기회를 통해 고관여 고객만들기 프로젝트를 제안한다.

• 한국콘텐츠학회논문지
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• 제19권8호
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• pp.106-114
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• 2019

본 연구는 칼슘 섭취가 부족한 20대 여성을 대상으로 구매 행동 및 소비자의 의도에 대한 통밀 비율 및 영양 정보 제공의 효과를 조사하기 위해 실시되었으며 맞춤식 영양 강화 간식의 개발 및 마케팅 전략에 대한 기본 데이터를 제공하는 것을 목표로 한다. 통밀 비율에 대한 맛의 기호도를 조사한 결과 ZF의 기호도가 가장 높았으나 HF와 유의적인 차이를 보이지 않았다. 맛과 향의 친숙도 (P <0.001), 구매의도 (p <0.001), 추천의도(p <0.001)를 조사한 결과, ZF, HF, TF 순으로 높았다. 정보 제공에 대한 구매자의 구매 의도 (p <0.05)와 추천 의도 (p <0.05)는 세부 정보 그룹, 비 정보 그룹 및 단순 정보 그룹 순으로 높았다. 종합적으로 살펴본 결과, 칼슘 강화 비스킷을 개발할 때 통밀가루와 밀가루를 혼합하여 사용한다면 맛과 향, 친숙도에 대한 거부감을 줄일 수 있을 것으로 예상된다. 또 구매 의사 및 추천 의사가 세부 정보 그룹에서 가장 높은 것으로 보아 칼슘과 식이섬유의 강화 정도에 대한 자세한 정보를 제공하면 상승효과를 기대할 수 있을 것으로 보인다.

• 지식경영연구
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• 제23권4호
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• pp.91-112
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• 2022

시니어 세대의 디지털 포용이라는 관점에서 이들의 디지털 소비생활의 질을 높이기 위해서는 디지털 소비여건에 대한 신뢰 관리가 중요하다. 하지만 지금까지의 디지털 환경에 대한 소비 연구는 온라인 소비를 주도해가는 주 소비자 계층인 밀레니얼 세대나 Z세대를 중심으로 이루어져왔다는 한계점이 있다. 본 연구는 시니어 소비자가 인식하는 디지털 소비여건 신뢰에 영향을 미치는 선행요인은 무엇인지 알아보고, 그 선행변수들간의 작용이 디지털 신뢰에 어떤 영향을 미치는지 살펴보기 위해 시니어의 시장세분화를 실시하였다. 또한 세분시장별 디지털 소비여건 신뢰에 대한 차이를 분석하였다. 이를 위해 본 연구에서는 한국소비자원에서 일반 소비자를 대상으로 실시한 2021 한국의 소비생활지표 데이터를 활용하였고 그 중 60대 이상의 소비자 1703명을 대상으로 분석하였다. 분석 결과, 시니어 세대의 디지털 소비신뢰에 영향을 끼치는 선행요인으로는 소비자 역량, 기업책임인식, 소비자 문제해결 창구 인식이 유의하게 나타났다. 이 세 가지 요소를 중심으로 시니어 소비자의 시장세분화를 실시한 결과 기업 책임신뢰 부정 집단, 소비자 역량 부정 집단, 문제해결 인식 부정 집단, 긍정인식 집단의 4개 세분시장으로 분류되었다. 각 세분시장별로 인식하는 디지털 신뢰를 분석한 결과 긍정인식 집단이 디지털 소비여건 신뢰를 가장 높게 인식하고 있었다. 이를 통해 시니어 소비자는 자신의 소비 역량과 기업 책임에 대한 인식, 그리고 지역 사회의 문제해결 창구에 대한 인식이 모두 높을 때 디지털 소비여건에 대한 신뢰를 높게 인식하는 것을 확인할 수 있다. 세대는 온라인 소비나 디지털 소비 여건에 대한 인식에 있어서 다른 수준을 보인다. 이에, 본 연구는 세대를 구분하여 시니어 소비자 계층의 디지털 소비여건 신뢰를 높이기 위한 방안을 살펴본 점에서 학문적으로 의의가 있다. 또한 시니어 세대가 신뢰할 수 있는 디지털 소비여건이 마련되기 위해서는 소비자, 기업, 지역 공공기관 모두의 긍정적인 인식이 형성되도록 관리되어야 함을 실무적 시사점으로 제시한다.

• 한국의상디자인학회지
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• 제18권2호
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• pp.145-159
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• 2016

This study developed the learning criteria for Science, Technology, Engineering, Arts & Mathematics to establish the theoretical background of the education pursued by STEAM. The learning criteria was developed on a basis of 6 kinds of Technology Home Economics textbooks by 2009 Amended Curriculum, and the factors of STEAM were extracted according to related contents. From the results of this study, the unit 'Dress and Self-expression' assimilated T.E.A.M with learning related to clothing psychology, consumer behavior, fashion design, and Korean fashion. The unit 'eco-friendly clothing and fixing clothes' was found to assimilate S.T.E.A.M. with learning related to clothes science and dress structure. Accordingly we can understand this unit also consists of the S. T. E. A. M assimilation such as clothes science, fashion marketing, dress structure, dress aesthetics, design and so on. Both units 'dress and self-expression' and 'eco-friendly clothing and fixing clothes' were found to consist of suggesting situations, creative planning and emotional experience following the learning criteria of STEAM. Therefore, these units will be the basic material for developing STEAM programs centering upon 'Home Economics' among the curriculum.

• 한국지역사회생활과학회지
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• 제15권3호
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• pp.97-106
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• 2004

This study was carried out to offer basic research data to increase rural housewife's clothing management ability and to guide their behaviors clothing- related reasonably. For this purpose, the interview-investigation by the questionnaire was conducted as the samples of 500 housewives under 60 at 8 villages located in Seoul, Gwangju and Daegu and 8 villages located in some rural communities we randomly extracted. This questionnaire was made up the standardized measuring scales of clothing management behaviors and related variables. As a result, in a part of storage and disposal the rural housewife got 3.68 and 3.16, whereas the urban housewife got 3.59 and 3.03, respectively, indicating a significant difference, which meant that the rural housewife managed those of clothing better than the urban housewife. Generally, rural wives were better in doings in the part of management, storage, disposal, than urban wives. They, however, knew the knowledge of clothing less than urban wives, evaluated the importance of clothing lower and applied clothing-related mass media to their life lower. Therefore, the rural wives need educational guides and materials for improving of the clothing behaviors because they are older and lower education lever than urban wives and they have a little information, too.

• 웰빙융합연구
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• 제3권2호
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• pp.13-20
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• 2020

The purpose of this study was to empirically investigate the relationship among fashion brand experience, brand loyalty, relationship quality, and repurchase intention. The 420 survey questionnaires were distributed among the consumers in their 30s and 40s who had experience buy fashion brands products through convenience sampling in Seoul. Due to the reliability of data, 120 samples were discarded and 300 samples were put to actual analysis. By using SAS 9.4, data were analyzed for frequency analysis, reliability analysis, correlation analysis. The results of the study are as follows. First, the fashion brand experience which is consist of sensory, affective, behavioral and intellectual experience had positive effects on brand satisfaction and brand trust. Second, brand trust and brand commitment and the relationship quality of brand satisfaction, only satisfaction and commitment affects brand loyalty significantly. Lastly, brand loyalty had significantly effect on repurchase intention. It presented the potential to use the brand as a strategic tool to build strong brand assets, along with providing specific ways to secure differentiated competitiveness in the fashion brand market. It is also thought to be meaningful in that we presented a practical strategy to build and strengthen a lasting bond with consumers by looking at the impact on the quality of the relationship.

• 한국의류학회지
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• 제34권8호
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• pp.1341-1351
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• 2010

The Korean jean market has become increasingly competitive due to the increased imports of global brands. This study is to understand the purchase behaviors of Korean college students toward foreign brand jeans to help Korean jean brands enhance their competitive advantages over foreign brand jeans in the Korean market. Considering perceptions of Korean consumers toward foreign brands and traditional value changes, this study proposed a research model incorporating two extended behavioral intention (BI) models, Lee's modified BI model and Ajzen's theory of planned behavior. To test the research model, a total of 240 valid data sets were collected from college students in Busan, Korea. Structural and measurement models were estimated using LISREL 8.80. Because face saving failed to attain internal validity, the research model was revised to eliminate face saving. The findings indicated that perceived behavioral control had the strongest direct influence on purchase intentions of Korean college students for foreign brand jeans. Group conformity and subjective norm had non-significant direct impacts on purchase intention, whereas group conformity had an indirect impact on purchase intention through attitude. Based on the findings, theoretical and managerial implications were provided.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2006년도 추계학술발표대회 논문집
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• pp.187-188
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• 2006

With development of global network in the 21th century, Korea has recklessly accepted western culture occurred damages to our identity. Development of traditions in a modern way contribute us Korea identity and future vision. This study has studied about combination traditional material and contemporary material with a view to diversified user's desires and individuality. This object shows that function and decoration coexist together, and design reflects mans life and thinking of the age as a reflection of sociocultural phenomena. The purpose of this work to create the object that meets mans requirement and even foresees the possibility of such requirement through converting into various appearances. Different concepts including closed singleness and expansion within open structure coexist one element. also this objects suggest that transformative expressions that simplify or transform, the forms can be freely changed by consumer's emotional changes. Here, light and form are experimented for creating diversified emotions. Considering design as positively responding behavior against the limitations given by environment instead of the solution to simple functional requirement, future design will find Its value more In more active response.

• 한국식생활문화학회지
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• 제35권5호
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• pp.417-425
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• 2020

There is a growing global interest in food choices that could affect health. Consumer food choices are dictated by numerous factors such as attitudes, beliefs, desires and preferences stemming from psychological and physiological attributes. The present study aimed to understand consumers' internal perceptions about cream soup, cream sauce, and tomato sauce using ZMET (Zaltman's Metaphor Elicitation Technique). The 9 step ZMET interview process was conducted for a sample of 36 consumers (12 consumers for each sauce). A content analysis of the survey results was carried out. From this, 56 concepts of cream soup were derived, and 15 constructs that met with the agreement of more than one-third of the total sample consumers were extracted. These 15 constructs included 'Soft', 'Recollection', 'Familiar', 'Warm', 'Comfortable', etc. Similarly, for cream sauce, 67 concepts and 20 constructs 'Silky', 'Warm', 'Restaurant', 'Family', 'Memory', etc. were deduced. A total of 66 concepts and 20 constructs for tomato sauce 'Sourness', 'Sauce Bottle', 'Pleasant', 'Ingredient', 'Cooking', etc. were derived. The analysis of consumers' consensus maps through this study provides a deep and useful understanding of consumers and their latent needs. Also, the results of this study indicate that exploring consumers' internal perceptions is critical to understanding their healthy food choices. This can be used as basic data for formulating marketing strategies.

• 지식경영연구
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• 제10권3호
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• pp.17-33
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• 2009

The emergence of the Internet shopping agent enabled consumers to enjoy Internet shopping more easily and quickly. Especially, the role of Internet shopping agent is becoming more important following the information overload trend on the Internet in that the consumers can promptly obtain information about a certain product and its price among countless items on the Internet. As a result, consumers can now enjoy shopping more easily, compared to the offline shopping which requires a lot of efforts in comparing the products and purchasing them. Since the Internet shopping agents collect extensive information about the products' price, delivery period, detailed characteristics, etc., and present a comparison table containing the information to the consumers, the consumers can shop more quickly at lower price using such shopping agents. However, it has not been sufficiently studied about how the various functions of shopping agents actually support consumers' purchase decision making procedure in everyday life, and if they do, in which stages they play a supporting role in consumers' purchase decision making system. Therefore, this study conducts an empirical analysis on the role of the Internet shopping agents in the purchase decision making process of the consumers, considering the Internet shopping agent as a decision making supporting system. Moreover, it analyzes how the effects of the Internet shopping agent differs according to the consumers' knowledge level about the products.