• 유통과학연구
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• 제22권8호
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• pp.125-135
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• 2024

Purpose: This paper aims to reveal similarities and differences in behaviors in negative consumer-brand relationships. Thus, we focused on consumer motivation which includes intensity and direction of behaviors. The motivation for negative customer behavior has been discussed in the context of brand hate, but there is only limited research that has tried to measure it using quantitative methods. We are trying to measure customers' motivation in negative consumer-brand relationships and reveal the relationship between in-field customers' negative behaviors. Research design, data, and methodology: We adopt Reactive-Proactive aggression to measure the motivation of customers' behaviors in a negative consumer-brand relationship. Also, to reveal the relationship between in-field behavior and customer aggression, we survey Korean game communities to reactive-proactive aggression and behaviors, whether they participate, in each observed behavior during the serial negative consumer movements that occurred in the Korean game industry. As a methodology, we run multinomial logistic regression. Results: We observed 9 behaviors in this case, and we found that reactive-proactive aggression is related to participation and motivation of these behaviors. Conclusions: We suggest the potential of reactive-proactive aggression as motivation for customers' complex negative behaviors. Based on this potential, we hope reactive-proactive aggression could be used to reveal similarities and differences in behaviors in negative consumer-brand relationships.

• Asia Marketing Journal
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• 제17권1호
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• pp.1-26
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• 2015

In the 21^st century, green consumer behavior, playing one of the core roles of sustainability, is still an important issue to green-related stakeholders. Because one of the major objectives of green-consumer research is an improvement of behaviors aligned with greening, this paper revisited socio-demographic variables and shed light on segmenting and profiling green consumers based on their connectedness between socio-demographic variables and green behaviors. Using correlations, factor analysis, analysis of variance, k-means cluster analysis and χ²-tests, this paper shows that socio-demographic variables differentially impact green-consumer behaviors. In order to profile green consumers, this paper additionally attempts to segment green-consumer groups. The results also coincide with former findings that socio-demographic variables relate significantly with segmented green-consumer group behaviors. General findings are summarized as: 1) older people used green practices more strongly than younger people, 2) females demonstrated better energy-saving and recycling practices compared to males, 3) marital status also significantly influenced green-related behaviors, 4) subjective social class had a significant influence on green-related behaviors, 5) education level and income, however, weakly influenced or showed no impact on green-related behaviors, and 6) a green consumer was classified as an 'active green consumer,' 'utilitarian green consumer,' or 'inactivated green consumer.' The utilitarian green consumer group distinctively behaved more strongly in energy-saving and recycling practices compared to the inactivated green consumer group, whereas active green consumers behaved more strongly on the whole, when compared to those in the inactivated green consumer group.

• 한국생활과학회지
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• 제22권2호
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• pp.267-282
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• 2013

This study analyzed the effect of consumer value and unethicality on the type of consumer complaint behaviors. Despite the obvious importance of the research on consumer complaint behaviors focused on consumer's inherent personality, there is relatively little work done. The purpose of this study is to analyze the determinants of consumer complaint behaviors in order to improve consumers' well-being and develop the market condition. The 1,050 respondents are finally analyzed using the descriptive statistics, factor analysis, and multinominal logit model. Consumer value and unethicality are significant effect on the type of consumer complaint behaviors such as no action, private action only, public action only, and both private and action. The orientation of achievement and pleasure among consumers' value is associated with the higher level of complaint behaviors compared with no action. In terms of consumers' unethicality, no harm unethicality is associated with the types of each consumer complaint behavior except no action. On the other hand, both proactive and passive unethicality increase the possibility of no action. The policy implications of the consumer education are suggested as well as the directions of customer management strategies in the business sector.

• 유통과학연구
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• 제22권8호
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• pp.137-145
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• 2024

Purpose: This paper aims to reveal similarities and differences in behaviors in negative consumer-brand relationships. Thus, we focused on consumer motivation which includes intensity and direction of behaviors. The motivation for negative customer behavior has been discussed in the context of brand hate, but there is only limited research that has tried to measure it using quantitative methods. We are trying to measure customers' motivation in negative consumer-brand relationships and reveal the relationship between in-field customers' negative behaviors. Research design, data, and methodology: We adopt Reactive-Proactive aggression to measure the motivation of customers' behaviors in a negative consumer-brand relationship. Also, to reveal the relationship between in-field behavior and customer aggression, we survey Korean game communities to reactive-proactive aggression and behaviors, whether they participate, in each observed behavior during the serial negative consumer movements that occurred in the Korean game industry. As a methodology, we run multinomial logistic regression. Results: We observed 9 behaviors in this case, and we found that reactive-proactive aggression is related to participation and motivation of these behaviors. Conclusions: We suggest the potential of reactive-proactive aggression as motivation for customers' complex negative behaviors. Based on this potential, we hope reactive-proactive aggression could be used to reveal similarities and differences in behaviors in negative consumer-brand relationships.

• International Journal of Human Ecology
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• 제11권2호
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• pp.39-50
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• 2010

This paper compares a cross-cultural and gender differences and similarities about consumer ethical perceptions and behaviors, and ethical ideologies between Korean and the US college students. It also examines the relationships between consumers' ethical perceptions and behaviors, and the relationships between consumer ethics and ethical ideologies. This research provides some evidence that supports the premise that consumer ethics is influenced to an extent by consumers' nationality and gender. The differences are not universal, however, and could perhaps be described as situational. The American college consumers were found to be more idealistic and relativistic than the Korean college consumers. But the differences were minor The American male college consumers were found to be more idealistic than the American female college consumers. The ethical consumer groups were found to be more idealistic and less relativistic than were the unethical consumer groups. Perceptions were positively related to behaviors in the consumer ethics. But the magnitude of impacts is different between the nations and in the dimensions of consumer ethics.

• 대한가정학회지
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• 제42권8호
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• pp.15-32
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• 2004

The purpose of this study is to develop an environmental education program for environmentally friendly consumer behaviors by analyzing factors influencing the attitude-behavior relationship, and examining consumer information needs about environmental problems. Environmental information demanded by consumers could be classified into five main areas; 'use and disposal of environmentally friendly resources', 'purchase of environmentally friendly goods', 'environmental problems and consumer sovereignty', 'environmental laws and regulations' and 'environmental values and consumer's civil consciousness'. Based on the study results, an environmental education program for consumers was developed which consisted of two main parts, basis and practice. The former aimed to strengthen consumer consciousness about environmental problems and the latter, to make regular environmentally friendly consumer behaviors. The two parts were correlated. Thus strengthening environment-related consumer consciousness by learning the part of basis could promote of environmentally friendly consumer behaviors.

• 한국의류학회지
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• 제26권7호
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• pp.1005-1014
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• 2002

The purpose of this study was to examine the effects of retail area image and shopping mall image on consumer behaviors in the retail area and in the shopping ma]1. Data were obtained from a survey to a stratified sample selected at the exits of five different malls. A total of 740 questionnaires were distributed, and 661 responses were analyzed. Stepwise regression analysis revealed that two retail area image factors of variety of stores and atmosphere significantly affected all three consumer behaviors (shopping, service facility visits, social activities). Stepwise logistic regression showed that facility and atmosphere of the retail area image and product & service and convenience of the fashion shopping mall image affected seven consumer behaviors in the shopping mall. The results indicate that the retail area image as well as the shopping mall image affects a variety of consumer behaviors in the shopping mall though no shopping mal1 image affects behaviors in the retail area.

• 가정과삶의질연구
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• 제16권3호
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• pp.123-140
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• 1998

The purpose of this study was to investigate the consistency of socially responsible consumer attitudes and behaviors toward environment problem. The major findings were as follows; 1. The socially responsible consumer behaviors toward environment problem were classified into resource conservation purchasing & using in green product and recycling behavior by factor analysis. 2. Correlation coefficient of the socially responsible attitudes and behaviors toward environment problem was found to be above. 43. This result implies that the consistency of socially responsible attitudes and behaviors was very high. 3. In the area of total socially responsible consumer attitudes and behaviors toward environment problem the related variable on the consistency of attitude and behavior were altruism perceived power of big business liberalism alienation dogmatism perceived consumer effectiveness faith on the environmental regulation policy experience of environment education and consumer i formation.

• 한국산학기술학회논문지
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• 제10권12호
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• pp.3788-3796
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• 2009

본 연구는 심리학적 변인인 개인 감정구조를 도입하여 감정구조$\rightarrow$환경 몰입$\rightarrow$소비자유형(그린소비자 성향, 유사그린소비자 성향, 비그린소비자 성향)$\rightarrow$삶의 질에 관한 통합적 이론 모델을 구축하고자 실증분석을 하였다. 분석 결과는 다음과 같다. 첫째, 긍정적 감정은 환경몰입에 영향을 미치는 것으로 나타났으나, 부정적 감정은 환경몰입을 높이는 것으로 나타났으나 통계적으로 유의미하지 않았다. 둘째, 환경몰입은 그린소비자 성향, 유사그린소비자 성향 및 비그린소비자 성향에 영향을 미치는 것으로 나타났다. 마지막으로 그린소비자 성향은 삶의 질에 영향력을 미치는 것으로 나타났으나, 유사그린소비자 성향과 비그린소비자 성향이 삶의 질에 영향을 미치지 않는 것으로 나타났다.

• 한국생활과학회지
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• 제15권2호
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• pp.261-274
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• 2006

The purpose of this study was to explore the well-being behaviors and the consciousness toward well-being trend. The well-being behaviors were composed of 4 dimensions such as regular exercise, purchase the organic agricultural products, use of the air cleaner, and diet for health. The consumer consciousness toward well-being trend was composed of 3 factors such as the marketing criticism, the pursuit of mental richness and orientation for rural life. Especially, the differences of well-being behavior and consumer consciousness toward well-being trend according to socio-demographic variables. The main results were as follows: 1. The well-being trend was extended every consumer, but consumers were not after well-being trends or goods. In addition to consumers thought that well-being trend was stoked by marketers. 2. The well-being behaviors and consumer consciousness were statistically different among groups by the socio-demographic variables.