• 감성과학
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• 제22권2호
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• pp.59-69
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• 2019

본 연구는 패션제품에 QR코드를 부착하여 소재와 세탁 등의 전문적 정보의 제공뿐 아니라 기업과 소비자, 소비자와 소비자를 연결하는 기능을 부여할 수 있도록 하기 위한 기초연구로 QR코드 적용 시 요구되는 정보에 대한 소비자의 인식과 선호를 조사하였다. 타 연령대보다 스마트폰 보급률이 높고 1인 가구의 비율이 높아 비대면 정보교환의 필요성이 높을 것으로 생각되는 20대를 대상으로 설문하였다. 현행 라벨을 통한 의류제품의 정보제공 방법에 대해서 개선의 필요성이 확인되었으며 특히 불충분한 정보제공, 전문적인 용어 사용, 세탁 기호의 불확실함이 불만족의 요인이었다. 따라서 다양한 방식으로 많은 정보를 전달할 수 있는 QR코드는 패션제품의 관리 정보제공의 효율적인 대안이 될 수 있을 것이다. 또한 응답자들은 아웃도어, 패딩, 정장 등의 고관여 의류 상품과 신체에 닿는 언더웨어류에 대해서 자세한 세탁방법, 사용 및 보관 시 유의사항, 소재의 기능성에 대한 정보를 얻고 싶어 했으며 캐주얼웨어, 코트에 대해서는 제품을 활용한 SNS 데일리룩, 제품과 어울리는 다른 상품, 비슷한 아이템의 추천 등 스타일링이나 의복 구매 정보를 제공받고 싶어했다. 따라서 QR코드를 이와 같은 다양한 정보 제공을 위한 웹사이트 또는 SNS의 연결수단으로 사용한다면 소비자들의 정보추구 욕구의 충족과 함께 현명한 제품 사용을 도울 수 있을 것이며 초 연결시대 패션제품의 새로운 역할을 부여하는 대안이 될 수 있을 것이다.

• 통상정보연구
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• 제17권2호
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• pp.173-197
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• 2015

정보통신기술의 발달은 전자상거래의 규모를 더욱 확대시켰고, 거대한 인터넷 쇼핑몰을 성장시켰다. 최근에 소비자들이 해외직접구매(이하 '해외직구')에 대한 관심이 높아지면서 해외직구 건수 및 이용금액은 지속적으로 증가하고 있다. 그러나 해외직구를 통한 소비가 증가함에 따라 소비자들의 피해와 분쟁도 증가하고 있어 해외직구를 이용하는데 세심한 주의가 필요로 한다. 해외직구 이용 시 소비자피해가 발생하는 이유는 전자상거래(해외직구 포함)가 비대면 거래방식으로 인하여 사업자와 소비자의 신뢰문제, 물품의 배송, 반품, 환불의 거래 불이행 문제, 및 물품의 정보비대칭성 문제 때문에 넓은 범위에서 많은 다수의 소비자피해가 발생할 가능성이 높다. 본 연구에서는 국내의 해외직구 현황과 해외 직구 거래 시 소비자피해 구제와 소비자보호를 위한 사전적 사후적 개선방안을 통해 소비자피해 감소 및 정부의 정책방안을 제시하였다. 또한 실제 소비자 피해에 대한 보상이 미약하기 때문에 소비자피해에 대한 적극적인 보상 및 보호, 전자상거래의 위험전가, 전자상거래의 지속적인 발전을 위해 e-Commerce보험제도의 도입 실행 가능성에 대한 대안을 제안하였다.

• 한국콘텐츠학회논문지
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• 제17권8호
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• pp.422-434
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• 2017

타인의 선호에 대한 정보가 개인의 태도 형성에 미치는 영향은, 소비자의 독특함에 대한 욕구와 제품 특징에 따라 달라질 수 있다. 독특함에 대한 욕구가 강한 사람의 경우, 경험적 특징에 대한 타인의 선호에 대한 정보를 접하면 정체성의 독특함과 관련된 측면이 환기되면서, 타인에게 동조하는 것이 독특함 관련 자존감을 위협한다는 우려 때문에 타인의 선호와 매우 다르게 태도를 형성한다. 탐색적 특징은 독특함 관련 측면을 환기시키지 않기 때문에, 이들은 타인의 선호와 관계없이 태도를 형성한다. 반면, 독특함에 대한 욕구가 낮은 소비자는 타인의 선호에 대한 정보가 정체성의 독특함 관련 측면을 환기시키지 않기 때문에, 제품 특징에 관계없이 타인의 선호에 동조하는 경향을 보였다. 본 연구는 경험적, 탐색적 특징을 구분하는 기준으로서 개인의 정체성을 표시하는지의 여부를 제안하였고, 독특함 욕구가 강한 소비자를 대상으로는 대중적이지 않은 제품 특징을 개발하는 것이 효과적일 수 있다는 실무적 시사점을 제공한다.

• 한국환경과학회지
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• 제23권8호
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• pp.1455-1462
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• 2014

The purpose of this study is to examine green consumer behavior (green product purchasing behavior and green consumption life) affected by demographical characteristics, and cognition degree of green life (cognition of a green indicator, a green life catalyst system, and environmental problems). It's also to promote strategy and suggest effective activation plans for the vitalization of green consumer behavior. To carry out the task, verification of credibility, multiple regression analysis, two-step cluster analysis, and multinomial logistic analysis were used. The results are as follows: First, the factors that effect green product purchasing behavior were gender, age, cognitive of a green indicator, carbon points system, electricity peak hour system, and seriousness of environmental damage due to lifestyle. Second, the factors that effect green lifestyle were gender, age, carbon grade indicator system, cognition of a green system, and the seriousness of environmental damage due to lifestyle. Third, the comparative group characteristic analysis showed low rates for careless green consumer behavior groups compared to the passive green consumer behavior groups in cognition of a green indicator, green system, and environmental problems. For active green consumer behavior groups, the analysis showed high rates in cognition of carbon grades, eco-labeling, electricity peak hour system, and environmental damage due to lifestyle. In order to encourage green consumer behavior, it's evident that cognition of a green indicator, a green life catalyst system, and environmental problems need to be improved through strategic education and continuous encouragement.

• 한국디지털건축인테리어학회논문집
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• 제9권1호
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• pp.11-18
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• 2009

Recently major construction companies are building Housing Cultural Center instead of existing model house or housing gallery for accomplishing new marketing strategy. This Housing Cultural Center are different with existing model house or housing gallery on scale, spacial composition and operating program. And Background of differentiation is caused by change of housing market's environment, consumer's awareness level, service and marketing strategy. Because existing model house or housing gallery can not supply various consumer's needs and change of awareness level. Therefore, recent Housing Cultural Center is focused on cultural marketing for rapidly adjusting to new customer's need, including new customer acquisition and old customer retention. In accordance with this situation, it is very important to analyze out type and trend of Housing Cultural Center as facility for enlargement of cultural service and companies's social role for consumer. Therefore, the purpose of this study is an analysis about the trend of Housing Cultural Center as cultural space and a presentation of concept, function and direction when other construction companies build Housing Cultural Center hereafter.

• 한국의류산업학회지
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• 제10권3호
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• pp.289-297
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• 2008

This paper was to examine the salesperson's service that the consumer demands in different types of fashion retailing formats including department store, discount store and outlet store. Data has been collected from June to August in 2005 in Pusan and Seoul on subject of 1000 adult over18 years old and 979 pieces were used to analyze. Data analysis was conducted by factor analysis, regression using the SPSS statistics package program. Services in common in 3 fashion retailing formats were "individual concerning", "kindness, courtesy/customer respect", "quick correspondence/convenience", and "product knowledge". Unique services that consumer demanded for the department store were professional and polite attitude; for the discount store, honesty and convenience for refund and exchange; for the outlet store, wide range of product selection. The results has shown that the part of salesperson's service dimensions influenced the consumer's purchase, repurchasing intention and the level of satisfaction. Therefore fashion marketers need to carefully implicate operation and service management depending on the retailing formats.

• The Journal of Asian Finance, Economics and Business
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• 제9권5호
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• pp.87-98
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• 2022

Purpose: The is study aimed to examine the impact of consumer ethnocentrism on reasoned action and brand equity on Generation Z in Vietnam. Research design, data and methodology: A quantitative study was undertaken on 302 Generation Z members. The data for the study was collected using a Google Form-based questionnaire from December 2021 to January 2022. Descriptive statistics, Cronbach's alpha, and structural equation modeling were among the data analysis techniques employed. The results: The results show that consumer ethnocentrism has a direct positive impact on reasoned action (subjective norms and attitude toward domestic goods) as well as an indirect positive impact on brand equity, including brand awareness, brand quality, and brand image. Major findings: According to the findings of this study, governments should continue to push propaganda and advocacy programs, call for national pride and encourage home consumers to support and use domestic goods. Domestic brands must strengthen their ties to the community and invest in community-oriented programs that promote domestic consumption. Vietnam's domestic fashion brands need to promote the exploitation of community-oriented and nationalistic content to call on domestic consumers to support them to consume domestic brands.

• 유통과학연구
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• 제16권6호
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• pp.65-75
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• 2018

Purpose - The exhibition is one of the critical distribution channels that leads to mass sales of products. Servicescape is considered as an effective means facilitating consumers' purchasing behavior. The objective of this research is to examine the effects of servicescape of the exhibition on consumer's purchasing behavior measured by time spent, the number of consultations, the number of items purchased, and amount of money spent. Research design, data, and methodology - Servicescape was divided into four main components: 'spatial layout/functionality', 'ambient condition', 'design/artifacts', and 'human factor'. Based on previous studies, this study hypothesized that servicescape dimensions first influence consumer's shopping duration and the number of consultations which in turn, affects consumer's actual purchase. A total of 407 samples were collected from attendees in Baby Expo taken place in Kyunggido, South Korea. The data were used to assess overall fit of the proposed model and test hypotheses using structural equation modeling. All the constructs had acceptable levels of composite reliability and convergent and discriminant validity. Results - The results showed that except for 'spatial layout/functionality', all components of servicescape had a significant influence on consumer's shopping duration in the exhibition. Except for 'design/artifacts', other factors of servicescape did not show a significant effect on 'the number of consultations'. Interestingly, 'design/artifacts' exerted a significant negative effect on 'the number of consultations'. As expected, 'time spent' and 'number of consultations' showed significant effects on both 'the number of items purchased' and 'amount of money spent'. Conclusions - The results offer some insights into the effect of servicescape on facilitating consumers' purchasing behavior in the context of the exhibition. Theoretically, this study provides a new type of conceptual framework that verifies the relationships between not only servicescape and purchasing behavior, but also purchasing behavior-related variables. In addition, this study supports the concept of a dark side of servicescape. With regards to practical implications, this study suggests that exhibition organizers should put more efforts in facilitating consumer's desire to stay. More importantly, organizers need to keep in mind that excessive emphasis on 'design/artifacts' to increase consumers' shopping duration can cause a side effect that reduces opportunities for interactions with customers.

• 복식
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• 제45권
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• pp.71-84
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• 1999

This study was to identify the dimensions of consumer's purchasing motives and purchasing delay reasons toward casual hanbok. Other objective was to examine relationship between these variables and future purchasing intention. Th 22 purchasing motive questions and 19 purchasing delay reasons were selected through the result of self-questionnaire analysis. 302 purchaser and 297 consumers who delay for particular reasons in Pusan responsed to the second questionnaire of purchasing motives and purchasing delay reasons toward casual Hanbok. The results as follows: 1. For factor analysis 22 purchasing motive questions were subjected to the principle component analysis with orthogonal rotation after extraction of 6 major factors. Six dimensions are consciousness of nation goodness of design conformity with fashion charming apperance relaxation fo body and mind nation goodness of design conformity with fashion charming appearance relaxation of body and mind and pursuit of individuality. These factors explained 62.0% of total variables. 2. Consumer's purchasing motives such as consciousness of nation goodness of design charming appearance and relaxation of body and mind has predicting power to the re-purchasing intention of casual hanbok 3. For factor analysis 19 delay reason question were subjected to the principle component analysis with orthogonal rotation after extraction of 5 major factors. Five dimensions are non-fitness for occasion and body shape unsatisfaction with design unsatisfaction with price need of information search for better product and preference for traditional hangok. These factors explained 60.4% of total variables. 4. Delay reasons of unsatisfaction with design and price were positively related to the future purchasing intention. This delay reason is caused by forces external to the consumer and the consumer has engaged in information search. This result explained this type of consumer has the strong future purchasing intention.

• 복식
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• 제37권
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• pp.191-209
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• 1998

The present study was made to contribute to thed improvement of the quality of jeans wear advertising, and to the establishment of more effective advertising policy by which the jeans wear advertisements can go well with the unique charateristics of jeans wear. The study analyzed the consumer's attitude and dimention of affective responses toward jeans wear advertisements by type of appeal. The research was implemented through the survery with a representative sample of 344 consumers residing in Seoul. Means, Standard Deviation, ANOVA, Duncan Test, Facor Analysis and Regression were imployed to analyze the data gathered. The results of the study are as follows : (1) There are four dimentions of affective responses toward jeans wear advertisements ; upbeat-activation dimention, erotic-activation dimention, calm-emotional dimention, negative emotional demention. (2) According to consumer's sex, there are significant differences in each dimention of their affective responses. Toward sex-appeal advertisements, men show high degree of affective responses in upbeat-activation dimen-sion and calm-emotional dimension. (3) There is a probability that non-sex-appeal advertisement covers wider range of consumer than sex-appeal advertisements. (4) There is no significant different in affective responses towards both sex-appeal and non-sex-appeal advertisement of jeans wear between and among sex·age and involvement level of consumer. (5) Men prefer sex-appeal advertisement to non-sex-appeal advertisement, while there is no significant differences between the attitude of female consumers toward sex-appeal adver-tisement and non-sex-appeal advertisement. (6) In particular, age of 15∼18 and 30∼35 group of female consumer show very positive attitude toward sex-appeal advertisement. Therefore, there is a need to segment female jeans wear market by age groups. (7) According to the age and the involvement level of consumers, there is a significant differences in their attitudes toward advertise-ment. In case of male consumers, group of low level involvement prefer sex-appeal advertise-ment to non-sex-appeal advertisement. While high level involvement group did not show any significant differences between the attitude toward sex-appeal advertisement and the attitude toward non-sex-appeal advertisement. And the age of 15∼24, low level involvement group of female consumers also more positive attitude toward sex-appeal advertisement than toward non-sex-appeal advertisements.