• 유통과학연구
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• 제13권12호
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• pp.5-11
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• 2015

Purpose - The purpose of this research is to investigate the influence of social status perception and interest in social issues on the authenticity perceived by consumers of the corporate social responsibility (CSR) activities of premium brands. Research design, data, and methodology - Behavioral experiments were performed to observe the impact of consumers' social status perception and interest in social issues on their perceived authenticity of CSR motivation related to premium brands and consumer behavior. Results - We found that the possibility of social mobility and the degree of individuals' interest in the environment and CSR enable them to reconsider the authenticity of CSR motivation, thereby having positive effects on purchase intention, willingness to recommend the product, and brand value. This research also showed that proactive customers who seek to move up the social ladder have a stronger interest in social issues such as the environment or CSR. Conclusions - Our research suggests that when conducting a consumer segmentation analysis for the launch of CSR products (products released for CSR), a positive mind-set toward social mobility serves as an effective criterion.

• 디지털산업정보학회논문지
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• 제18권3호
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• pp.75-82
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• 2022

The purpose of the Consumer sentiment index survey is to determine the consumer's economic situation and consumption spending plan, and it is used as basic data for diagnosing economic phenomena and forecasting the future economic direction. The purpose of this paper is to analyze and predict the future Consumer sentiment index using the ARMA model based on the past consumer index. Consumer sentiment index is determined according to consumer trends, so it can reflect consumer realities. The consumer sentiment index is greatly influenced by economic indicators such as the base interest rate and consumer price index, as well as various external economic factors. If the consumer sentiment index, which fluctuates greatly due to consumer economic conditions, can be predicted, it will be useful information for households, businesses, and policy authorities. This study predicted the Consumer sentiment index for the next 3 years (36 months in total) by using time series analysis using the ARMA model. As a result of the analysis, it shows a characteristic of repeating an increase or a decrease every month according to the consumer trend. This study provides empirical results of prediction of Consumer sentiment index through statistical techniques, and has a contribution to raising the need for policy authorities to prepare flexible operating policies in line with economic trends.

• 한국의류학회지
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• 제40권4호
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• pp.733-745
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• 2016

This study investigated the effect of clothing interest on party preference and suggested four party unities according to party wear types. A hypothesized model based on consumer innovativeness, clothing interest, party benefit, party interest and party preference was tested to determine the effect of clothing interest on party preference. Party unities were constructed according to party wear types along with party place, party food, and party music. Data was collected through two online surveys. The population of the survey was female consumers in their twenties. Descriptive statistics, factor analysis, reliability, correlations, and regressions were applied to the data of 305 samples. As a result, positive tendency toward consumer innovativeness, clothing interest, party benefit, party interest and party preference was observed in young female consumers with significant relations among five variables. Party preference was well-explained from the hypothesized research model, but the direct path from clothing interest to party interest was identified as insignificant. The most preferred party elements of place, food, music and wear was garden, barbecue, house music and mini dress, respectively. Four party unities according to party wear types were constructed and suggested based on the correlation analysis results between party wear and other party elements. The concept of party unity is useful to establish marketing strategies such as advertising and experience marketing in the party wear industry.

• 산업경영시스템학회지
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• 제43권2호
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• pp.14-24
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• 2020

Google Trends is a useful tool not only for setting search periods, but also for providing search volume to specific countries, regions, and cities. Extant research showed that the big data from Google Trends could be used for an on-line market analysis of opinion sensitive products instead of an on-site survey. This study investigated the market share of tumor necrosis factor-alpha (TNF-α) inhibitor, which is in a great demand pharmaceutical product, based on big data analysis provided by Google Trends. In this case study, the consumer interest data from Google Trends were compared to the actual product sales of Top 3 TNF-α inhibitors (Enbrel, Remicade, and Humira). A correlation analysis and relative gap were analyzed by statistical analysis between sales-based market share and interest-based market share. Besides, in the country-specific analysis, three major countries (USA, Germany, and France) were selected for market share analysis for Top 3 TNF-α inhibitors. As a result, significant correlation and similarity were identified by data analysis. In the case of Remicade's biosimilars, the consumer interest in two biosimilar products (Inflectra and Renflexis) increased after the FDA approval. The analytical data showed that Google Trends is a powerful tool for market share estimation for biosimilars. This study is the first investigation in market share analysis for pharmaceutical products using Google Trends big data, and it shows that global and regional market share analysis and estimation are applicable for the interest-sensitive products.

• 대한가정학회지
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• 제41권4호
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• pp.45-56
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• 2003

The purpose of this study was to segment consumers based on sales promotion orientation and examine the differences between the consumer segments on shopping behaviors and promotion usage behaviors. A total of 462 responses collected from a questionnaire survey to subjects aged over 20s were analyzed. Cluster analysis on sales promotion orientation identified four groups including rational group(21%), active group(28％), insensitive group(22.1%), and interest group(28.9%) of sales promotion. ANOVA revealed significant differences among the four groups on shopping behaviors(information seeking, store visit, and clothing purchase) and promotion usage behaviors(the usage level of sales promotion, impulse buying, brand switching, and store switching). The active and interest groups were more actively seeking information than the other two groups were. The active group was most affected by sales promotion showing the highest impulse buying and brand and store switching behaviors, and the interest group was most active on store visit and clothing purchase. The insensitive group was the least engaged in all the behaviors.

• 한국식생활문화학회지
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• 제25권4호
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• pp.466-472
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• 2010

This study divided consumer food-related lifestyles into five types: health-oriented, convenience-oriented, safety-oriented, economics-oriented, and taste-oriented. According to this grouping, we separated the lifestyles into low-interest, safety and economics-oriented, taste-oriented, and high-interest. The results showed that the safety and economics-oriented group was the largest, whereas the taste-oriented group was the smallest. The results also showed that Korean food consumer behavior and satisfaction differed significantly among the groups, and that the high-interest food-related life group exhibited the highest satisfaction. This study is significant because it segmented the local Korean food market, applied food-related lifestyles, and examined submarket characteristics.

• 한국생활과학회지
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• 제13권4호
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• pp.569-579
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• 2004

This study categorizes consumers by the style of consumers' purchase behavior, and examines the differences in consumers' attitudes toward environment and pro-environmental behavior in the stage of purchase, usage, and disposal. The results of this study are summarized below: First, The style of consumers' purchase behavior can be categorized on a basis of four factors: fashioned-demonstrative consumer group focusing on fashion and demonstration effects when purchasing; rational consumer group more likely to concern price, quality, and product function; indifferent consumer group having no interest in purchasing; and fashioned-functional consumer group who values not only fashion but function. Second, the result of investigating the differences of consumers' attitudes toward environment reveals that the level of concern and awareness for environment is highest in rational consumer group, but lowest in indifferent consumer group. Also, it is higher in fashioned-functional consumer group than in fashioned-demonstrative consumer group. Lastly, the level of pro-environmental behavior in the stage of purchase, usage, and disposal is highest in rational consumer group, but lowest in indifferent consumer group. The level of pro-environmental behavior in usage stage is inactive in fashioned-demonstrative consumer group, whereas that in disposal stage is active in fashioned-functional consumer group for fashioned-demonstrative consumer group. It was so, especially in the area of not-being-a-litterbug.

• 패션비즈니스
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• 제18권2호
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• pp.29-41
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• 2014

As the online shopping mall market faces severe competition, marketers have focused on visual factors that generate positive consumer responses in order to induce more consumers. Although product photos are crucial in the communication of product information as well as in the development of positive images of online shopping mall, there was little intention the effect of diverse types of product photo. In this study, three types of backgrounds (i.e., no background, indoor background, street background) are compared in order to explore whether consumer sensibility factors are different according to photo backgrounds. Moreover, it investigates the effect of sensibility toward photo backgrounds on consumer attitude. A total of 222 consumers participated in the experiments. As a result, six sensibility factors were generated from online model photos, including structure, upscale, uniqueness, interest, simpleness, and easiness factors. Among these factors, simpleness and structure showed the highest means; simpleness was the factor indicating the differences according to photo backgrounds. Sensibility factors affecting attitude toward online shopping malls were uniqueness in the case of no background, interest in the case of indoor background, and upscale in the case of street background photo.

• 한국의류학회지
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• 제29권2호
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• pp.231-241
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• 2005

The purpose of this study was to identify the buying intentions for luxury fashion brands. The data used in this study were gathered through surveying university students living in Seoul metropolitan area. The variables included in this study were demographics, which are gender, age, academic major, area of residence, expenditure for apparel, pocket money, and family income, and fashion orientation and consumer needs for uniqueness were included as personal value variables. All demographic variables except academic major and area of residence were significantly related to the buying intentions. Among the fashion orientation factors, fashion intered was significantly related to the buying intentions while fashion leadership and importance of being well-dressed were not. Consumer needs for uniqueness was indirectly related to the buying intentions for luxury brands through fashion interest. The creative choice counterconformity was positively related to fashion interest, whereas the unpopular choice counterconformity was negatively related to it.

• 한국유통학회지:유통연구
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• 제1권1호
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• pp.83-107
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• 1996

The concern of external environment is growing up in the field of channel distribution. In the former channel distribution, the channel distribution environment is little bit unmoveable owing to a powerful manufacture control against poor distributor. Therefore intra-efficiency is channel member's core interest. The structure of channel governance, however, come to be changable because of the mature distributor power against manufacturer such as a Price Break, JIT of channel governance, and a serial of change. Accordingly, it is acceptable that the interest of external-environment of channel members' is more and more enlarged, and external-environment change in the channel distribution make the serious problems in intraorganizational system. Thus, it is meaningful that this study try to discover the consumer power as external environment factor and to find the best strategy to overcome this consumer power. Resource dependence theory, Transaction cost theory, Political Economic Approach, and Working partnership Approach are the theory foundation of the reasearch. Apparel franchise is a sample to analyse the hypothesis and correlation and multi-regression are a chief tools to estimate the hypothesis. Thus, the above results imply that a flexible governance is appropriate to consumer power, conflict is not intervening value between consumer power and channel governance, and the channel member's satisfaction can be confirmed in the flexible governance better than control governance.