• 농촌지도와개발
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• 제26권1호
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• pp.31-46
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• 2019

This study aims to examine the structural relationships of the consumers' understanding on the event, product satisfaction, promotional strategies, and behavioral intention in a promotional event for agricultural senary industry. The study conducted a survey among the participants in promotional events. The result showed that the understanding of promotional event had a positive effect on consumer behavioral intention, which means that the greater the understanding of The senary industry and the purpose of the event, the greater the consumer behavioral intention. The consumer satisfaction on products also had a positive effect on consumer behavioral intention, implying that the consumer behavioral intention increased when their satisfaction in terms of the taste and price of the products is higher. Further, the higher the satisfaction of the promotional strategy, the higher the consumer behavioral intention. Lastly, the promotional strategy played a mediating role between the consumer's understanding of the event and the satisfaction of the product, and the consumer behavioral intention. The result suggests that the different promotional strategies including discounts, freebies, or free-samples are able to maximize the effect of promotional events through its mediating effect.

• 대한가정학회지
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• 제42권10호
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• pp.129-141
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• 2004

The purposes of this study were to explain consumer attitude, behavioral intention and behavior(expenses) in the purchase of Han-gwa and to explore the influencing factors on them. To achieve these purposes, the Heckman two-step model was utilized to utilize the recursive system of attitude, behavioral intention and behavior. The results of this study were as follows: 1) Seventy-six percent of consumers presented their favorable altitudes to purchase Han-gwa, while $47\%$ of consumers had behavioral intention for purchasing Han-gwa. In addition, purchasing expense of Han-gwa per year as a proxy variable of behavior was less than 100,000 won for most consumers. 2) First, consumer attitude was found to be significantly influenced by the type of family and food safety. Second, the behavioral intention for purchasing Han-gwa was found to be significantly influenced by consumer attitude, age, income, education and price. Finally, consumer behavior(expenses) of purchasing Han-gwa was found to be significantly influenced by the behavioral intention, income and purchasing place.

• 가정과삶의질연구
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• 제24권4호
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• pp.11-24
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• 2006

The purpose of this study was to determine if expectation, performance, and disconfirmation are related to consumer satisfaction and behavioral intention. The major findings were as follows: First, among the four dimensions of the medical services, the level of consumer satisfaction was highest with 'doctors' and lowest with 'facilities' while the level of importance was highest with 'doctors' and lowest with 'medical systems' Second, ability to predict behavioral intention can best be improved with regression coefficient weights among the six measures of consumer satisfaction. Third, greater satisfaction was significantly associated with performance and disconfirmation while behavioral intention was significantly associated with expectations, performance, and discoufirmation.

• 아태비즈니스연구
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• 제14권4호
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• pp.129-150
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• 2023

Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities. Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust. Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior. Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

• 대한영양사협회학술지
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• 제26권4호
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• pp.278-288
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• 2020

This study examined the effects of response-facilitating factors(Food-related Knowledge, Response-Efficacy, and Self-Efficacy) and response-inhibiting factors(Severity, Vulnerability, and Consumer Stress) on the consumer' behavior intention based on protection motivation theory, which explains the behavioral change to protect oneself. This study was conducted to reduce the customers' concerns regarding food safety accidents and introduce ways to make them more interested in food safety. A sample of 225 adults over 19 years of age was collected in February 2018 through a self-administered questionnaire. The results of the cognitive mediation process of protective motivation theory showed that the consumers' knowledge and self-efficacy which are response-facilitating factors, positively influence the behavioral intention. Severity and consumer stress were response-inhibiting factors. On the other hand, response-efficacy, which is a response-facilitating factor, and vulnerability, which is a response-inhibiting factor, did not influence the behavioral intention. Therefore, severity and consumer stress are response-inhibiting factors. The results were analyzed as a result of a behavioral change to protect oneself from food safety accidents. The applicability of the theory of protection motivation on the topic of food safety was also confirmed.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.1361-1369
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• 2021

Recent technological advancements have had a substantial impact on consumer buying behavior. This research aims to determine the factors affecting consumer behavior related to the adoption of self-service technologies (SSTs). The intended findings of this study are expected to contribute to understanding consumer behavior towards the adoption of SSTs taking into account the logic of two main theories in this regard: the Technology Acceptance Model (TAM) and the assumptions of the Behavioral Perspective Model (BPM). This research follows a triangulation approach. Consequently, a number of semi structured interviews were conducted with experts and executive directors from selected SSTs providers in Jordan. In addition, the convenience sampling technique was employed focusing on current (or) previous users of SSTs in the public and private sectors in Jordan using a self-administrative questionnaire (66% response rate). The results confirmed the influence (direct and indirect) of previous experience and personal initiatives and characteristics on consumer intention to use SSTs. In addition, the results indicated the important role of the mediator variables namely: perceived ease of use (EOU), perceived risk (PR), and perceived usefulness (PU) on consumer attitude towards SSTs which in turn will positively affect consumer intention to use SSTs.

• 한국의류산업학회지
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• 제3권5호
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• pp.395-402
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• 2001

The purpose of this study was to develop the service and product perceptions' dimensions for fashion retail sites and to identify the service and product perceptions' dimensions influencing consumers' satisfaction and purchasing behavioral intentions for fashion retail sites. A set of self-administered questionnaires were e-mailed to an internet Research Panel consisting of members who had purchased fashion products or visited fashion retail sites. 799 questionnaires were analysed using frequency, percentage, exploratory factor analysis. Cronbach's ${\alpha}$, stepwise regression analysis utilizing SPSS 10.0. The service perception dimensions of fashion retail sites had reliability, convenience, incentive, responsiveness and tangibility. Online fashion product perception dimensions were product variety and product value. Consumer satisfaction was influenced by reliability, product variety, product value, convenience, incentive and responsiveness. Consumer satisfaction had a direct impact on purchasing behavioral intentions of fashion retail sites.

• 정보보호학회논문지
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• 제34권3호
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• pp.505-513
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• 2024

이 연구는 OTT 플랫폼에서 '쿠키'를 통한 행태정보 수집과 이에 기반한 맞춤형 서비스에 대한 소비자 인식을 조사한다. 120명의 다양한 연령대 소비자를 대상으로 SPSS를 활용하여 4가지 가설에 대한 상관관계를 분석했다. 결과는 OTT 기업의 행태정보 수집 인지와 온라인 트래킹 인식 간의 상관관계, 행태정보 수집 인지와 쿠키 제공 의사 간의 상관관계, 그리고 가입 시 행태정보 수집 약관 확인 정도와 온라인 트래킹 인식 간의 상관관계를 나타냈다. 이로써 소비자들의 행태정보에 대한 지식 수준이 중요성과 맞춤형 서비스 이용 의도에 영향을 미친다는 결론이 도출되었으며, 이를 토대로 기업과 정부 차원에서의 규제 필요성을 제안한다.

• 마케팅과학연구
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• 제15권3호
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• pp.169-186
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• 2005

이 연구는 고객의 점포 혼잡성 지각이 점포내 감정을 매개하여 행동의도에 미치는 영향을 규명하고자 하는 목적을 두었다. 패밀리 레스토랑 고객 486명의 자료를 바탕으로 공분산구조분석을 실시한 결과, 지각된 점포 혼잡성은 긍정적 감정에 부(-)의 영향을 미치고, 부정적 감정에 정(+)의 영향을 미치며, 이러한 감정을 매개하여 행동의도에 영향을 주는 것으로 나타났다. 이러한 연구결과를 바탕으로 시사점을 논의하고, 연구의 한계와 미래 연구방향을 제시하였다.

• 한국항공운항학회지
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• 제31권4호
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• pp.45-55
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• 2023

This paper calls attention to the central problem of the influence of identifying the determinants of airport duty-free store customers perceived innovativeness, pursuit benefits and value-congruency on the behavioral intention. The data is completed with 307 adults with purchasing experience of airport duty-free store O2O integration service which brings sufficient convenience to consumers. The content analysis results show that the influence factors of innovation characteristics, consumer pursuit benefits and value-congruency affect the behavioral intention in various aspects. The result suggests that we should upgrade the innovate functionality and improve the service quality based on consumer needs. Finally, this study discusses implications for theory and practice, indicates limitations, and concludes with some suggestions for future research.