• 한국의상디자인학회지
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• 제17권4호
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• pp.101-115
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• 2015

The purpose of the study was to investigate differences in self-esteem, appearance satisfaction, and clothing benefit pursuit among middle-aged consumer groups according to the gap between their subjective age and real age. For the study, the questionnaire was developed by the author and distributed to male and female consumers in their forties or fifties on september 1~10, 2014. A total of 470 questionnaires was collected and used for the final analysis. Data were analyzed by frequency analysis, reliability analysis, factor analysis, cluster analysis, ANOVA and Tukey's test, using the SPSS 18.0 Package Program. The findings were summarized as follows. The respondents were clustered in three groups including a group with younger subjective age than real age, a group with same subjective age group to real age, and a group with older subjective age group than real age, The younger subjective age group and same subjective age group showed greater self-esteem and appearance satisfaction than the other group. There were significant differences in four factors of clothing benefit pursuit including pursuit of fashion, pursuit of youth, pursuit of leisure, and pursuit of conformity among these three age groups. The younger subjective age group and same subjective age group showed greater importance on pursuit of fashion, pursuit of youth, and pursuit of leisure, whereas the older subjective age group did on pursuit of conformity.

• 한국유통학회지:유통연구
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• 제11권2호
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• pp.97-122
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• 2006

유통업체는 다양한 상품구색을 갖는 것이 좋다는 생각이 일반적이다. 그리나 최근 연구들은 선택대안의 수를 증가시키는 것이 오히려 소비자 선택을 떨어뜨린다고 한다. 본 연구는 선택대안의 수가 늘어나는 맥락에서 소비자 구매결정에 영향을 미치는 요인을 파악하는 데 목적이 있다. 연구 결과, 본 연구에서는 선택대안의 수가 실제 고려제품군의 크기에 해당하는 $3{\sim}9$개인 경우, 선택대안의 수가 늘어남에 따라 비선택 비율이 줄어드는 것(선택 비율이 증가하는 것)을 알 수 있었다. 특히 선택대안의 수가 선택여부에 미치는 영향은 지배적 대안이 없을 때보다는 있을 때 더 높게 나타났다. 그리고 대안의 수와 함께 소비자의 제품에 대한 친숙도가 선택여부에 어느 정도 영향을 미치는 것으로 나타났다. 지배적 대안이 있을 경우에는 친숙도가 선택여부에 영향을 미치지 않았으나, 지배적 대안이 있을 경우에는 소비자의 제품에 대한 친숙도는 자체적으로는 선택여부에 영향을 미치지 않고, 대안의 수와 상호작용을 통해 선택여부에 영향를 미치는 것으로 나타났다. 마지막으로 이러한 결과를 바탕으로 실무적 시사점과 연구의 한계점에 대해 논의하였다.

• Preventive Nutrition and Food Science
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• 제14권1호
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• pp.66-70
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• 2009

The effect of baking on the consumer perception and sensory characteristics was investigated using a model system of cookies incorporated with strawberry powder as a value-added food ingredient. Strawberry powder was incorporated into cookie dough at 4 levels (0%, 2%, 4%, and 6%, w/w) by replacing equivalent amount of wheat flour of the cookie dough. After aging and sheeting, cookies were baked at $170^{\circ}C$ for 15 min in an oven. The baked cookies were cooled to room temperature for 1 h and packed in airtight bags prior to all measurements. In terms of color, control received the most favorable mean score, which is significantly higher than others (p<0.05) followed by the 4% sample. The consumer preference on taste and aftertaste was not significantly affected by the amount of strawberry powder incorporated in the formulation (p>0.05). Samples with 4% strawberry powder received the highest mean flavor score of 6.28 which is significantly higher than that of 6% sample (p<0.05). In overall, substitution of 4% strawberry powder in the formulation would result in the most favorable strawberry cookies by the consumers with taking advantages of health benefits of strawberry. Correlation analysis indicated that strawberry powder concentration was significantly correlated positively with sensory color and hardness and negatively correlated with consumers' overall acceptability (p<0.05). Consumers' aftertaste was significantly correlated with overall acceptability which was negatively correlated with sensory hardness (p<0.05). Sensory hardness was highly correlated with sensory color attribute (p<0.05).

• 한국정보시스템학회지:정보시스템연구
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• 제26권3호
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• pp.119-147
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• 2017

Purpose In an online e-commerce environment without face-to-face contact between the seller and the buyer, the attitudes of consumers differ greatly depending on which framing strategy is applied, even in cases when the benefits of the deals represent the same value. The purpose of this study is to explore the effects of price-framing and message-framing strategies on consumer attitudes through an experimental analysis in the context of online travel product purchasing. This study suggests a research model based on prospect theory and prior literature on price-framing and message-framing strategies. Design/methodology/approach The experiment was structured as a 2 (discount price presentation: 'Won' vs. '%') ${\times}$ 2 (discount level: low vs. high) ${\times}$ 2 (time-limit message: none vs. one) mixed design. The research hypotheses were tested in a study of 200 undergraduate and graduate students assigned randomly and distributed evenly to each of the eight cells. Findings The findings indicate that consumer attitudes become more favorable when the '%' discount, higher discount rate, and time-limit message are presented. However, no significant interaction effect is found between the discount price presentation and the discount level/time-limit message. This study has a theoretical implication in that it extends the scope of research by examining the influence of framing strategies on experience goods such as online travel products. Moreover, this study can provide managers with more specific guidelines when establishing framing strategies in the context of purchasing online travel products.

• 한국식품영양학회지
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• 제27권1호
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• pp.136-146
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• 2014

A study was performed on the consumption of prepackaged meals (Dosirak) sold by food service providers through Importance-Satisfaction Analysis (ISA) to determine the factors that consumers seek in quality Dosirak. According to the analysis, food service providers need to concentrate on food freshness and temperature while maintaining food taste. As for food packaging, consumers were found to prefer microwaveable plastic containers the most (29.3%). Nonetheless, they found that packaging needed improvements in securing food content during transportation and in food labeling, especially for expiration dates. The study also investigated which factors, including menu selection and advertising, affected the sales of food service provider Dosirak the most. The most important factor was determined to be price. Regarding menu selection, the quality of food seasoning and ingredients, daily specials and the variety of combination sets were found to be important. Availability of delivery (3.83/5.00), advance ordering (3.82/5.00) and discounts (3.75/5.00) were important factors in advertising. The conclusions of the study point to a consumer base that recognizes the ease and benefits of Dosirak but desires high quality food items at low cost. To expand the consumer base, food service providers must continually develop new menu items that satisfy consumer tastes and trends, maintain sanitary conditions and improve food labelling.

• 디지털융복합연구
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• 제17권10호
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• pp.177-186
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• 2019

본 연구의 목적은 사물인터넷 서비스의 효용 비용 및 네트워크 외부성 요인이 소비자의 수용의도에 미치는 영향을 분석하는 것을 통해 사물인터넷 서비스에 대한 소비자 경험 및 행태에 대한 이해를 높이고 실무적으로 유용한 시사점을 제공하는 것이다. 사물인터넷 서비스를 인지하고 있는 20대에서 60대까지의 일반 소비자를 대상으로 온라인 설문조사를 통해 328부의 자료를 수집하였고, SPSS 24.0을 이용하여 빈도분석, 상관관계 분석, 요인분석, 위계적 회귀분석을 실시하였다. 연구결과, 다양한 맥락에서의 사물인터넷 서비스에 대한 소비자 경험 수준이 확인되었고, 오락성, 정보성, 인간가치 상실, 적합성, 호환성이 소비자의 사물인터넷 서비스 수용의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구는 적합성과 호환성을 높임으로써 네트워크 외부성 효과를 강화하는 것이 소비자의 사물인터넷 서비스 수용을 촉진하는 데 있어 중요하다는 점을 시사한다. 향후 연구에서는 구체적인 사물인터넷 서비스를 채택하여 본 연구에서 개발한 모형의 타당성을 보다 정교하게 검증하는 것이 필요하다.

• Asia Marketing Journal
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• 제18권2호
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• pp.63-93
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• 2016

As one of the most popular forms of electronic commerce, cross-border e-commerce provides numerous consumer benefits, such as broad and deep product assortments at low prices. However, consumers tend to exhibit high involvement in cross-border e-commerce purchases due to high risks associated with such purchases. The paper focuses on identifying causal relationships between e-commerce website traits (i.e., website trustworthiness, interactivity and convenience) and consumer satisfaction and along with loyalty. We proposed a reflective-reflective hierarchical model (first-order reflective and second-order reflective model) and used the Partial Least Square Analysis Statistical method to test the hypotheses. The results demonstrated that website trustworthiness, convenience and interactivity were all positively related to consumer satisfaction. Also, higher satisfaction led to stronger customer loyalty, which may well increase revisit intentions. We also compared the strength of each path from a website trait to satisfaction. Results illustrated that the path from website convenience to satisfaction is the strongest among the three website traits. In addition, we separately examined differences within Korean group and Chinese group. No statistically significant difference among website traits was found within Korean group. However, within Chinese group, we found that website convenience is the most important predictor of satisfaction. This indicates that Chinese consumers are more concerned about the website convenience than interactivity and trustworthiness when they make cross-border e-commerce purchases. Moreover, this study investigated possible differences between Korean and Chinese group. We used multi-group analysis of Smart PLS 3.0 to test the results. It was shown that the two groups do not display statistically significant difference in trustworthiness, interactivity, or convenience in influencing customer satisfaction. Finally, we presented further implications which are useful for understanding of the proposed model. Limitations and improvements of this research were presented, too.

• 한국가정과교육학회지
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• 제19권4호
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• pp.119-135
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• 2007

본 연구는 온라인 게임이 다른 온라인 콘텐츠 서비스와 비교하여 어떠한 혜택을 제공하는지를 확인하고자, 온라인 게임 소비자의 주관적 판단을 객관적으로 확인하기 위한 질적 연구 방법인 Q 방법론을 활용하였다. 그 결과 온라인 게임 소비자가 추구하는 혜택의 유형이 총 네 가지로 나타났다. 첫 번째 유형은 '커뮤니케이션 추구 유형'으로 온라인 게임에서 만나게 되는 사람들과의 관계가 온라인 게임을 이용하도록 하는 주된 혜택 요인으로 생각하는 집단이다. 두 번째 유형은 '재미 추구' 유형이다. 게임의 가장 중요하고 핵심적인 기능으로 꼽히는 것이 바로 재미와 관련된 오락적 기능이다. 세 번째 유형은 '성취감 추구' 유형으로 게임이 단순히 유희를 위한 수단이 아니라 게임에서 자기 자신의 가치를 느끼고자 하며 타인으로부터 인정받는 것 때문에 게임을 이용하는 집단이다. 네 번째 유형은 '현실탈피 추구' 유형으로 게임의 가상세계에서 받을 수 있는 현실과는 다른 느낌을 즐기는 집단으로, 복잡한 현실에서 벗어나려는 모습을 보인다. 즉 여러 가지 현실적 제약이 존재하지 않는 가상세계를 즐기는 것이다. 본 연구는 온라인 게임이 여가 활동의 많은 부분을 차지하고 있는 시점에서 과연 온라인 게임을 통해서 소비자들이 추구하는 것이 무엇인지, 또 그 혜택 추구의 유형이 무엇인지를 밝힘으로써, 온라인 게임이 현대 사회에서 소비자들에게 어떠한 의미를 가지는 서비스이며 온라인 게임에 어떠한 시각으로 접근해야 하는지를 제시하고자 하였다.

• 한국의류학회지
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• 제21권6호
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• pp.1082-1093
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• 1997

The purpose of this study was to identify characteristics and consumer attitude on purchasing apparel through Cable TV home-shopping. The questionnaire was administered to 4y5 May through September in 1996 and the data were analyzed by using frequency, factor analysis, crosstab, 1-test, ANOVA, MANOVA, scheffe with utilizing SPSS/PC+ The results of this study were as follows: 1. The most favorite media in purchasing apparel through home-shopping was Cable TV in all over ages except 50's. Women showed Cable TV the most interested, whereas men showed printed media and computer on-line shopping as home shopping media. 2. Home-shopping favor in region' was higher than that of Seoul. In the degree of favor, college students showed the highest, followed by part time employees, housewives and full time employees. Those who lived individual houses in other than Seoul area showed higher purchasing intention. 3. Sweater item was shown as the highest purchasing interested item and coat/business suit items were shown as lower among 10 different apparel items. 4. Five dimensions of Perceived benefits of apparel purchasing through Cable TV were derived by factor analysis such as variety of merchandise information, purchase convenience, efficiency, saving time, and convenience of physical inactivity. The convenience of physical inactivity showed the most important benefit through Cable TV home-shopping. Perceived risk of apparel purchasing through Cable TV was factor analyzed as merchandise related risk, size and appearance related risk, delivery related risk, TV watching related risk, and unplanned purchasing related risk. The sixte and appearance related risk was shown as the highest risk.

• 지식경영연구
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• 제15권4호
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• pp.79-103
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• 2014

This research investigates whether product types moderate the relationship between e-tailer characteristics and shopping attitudes in the context of online category killer stores. To identify the antecedents of consumer attitudes for category killer stores, the product types are characterized by the two dimensions of hedonic and utilitarian. A total of 268 responses were collected from consumers who experienced online category killer stores. The results show that the quality of information contained in a website, customer review, relational benefits, and the expertise of the e-tailer are important determinants for shopping attitudes of consumers. Regarding the moderating effects of product types, hedonic value significantly moderates the relationships between shopping attitudes and relational benefits/e-tailer expertise. However, utilitarian value does not significantly moderate the relationships between shopping attitudes and any of the e-tailer characteristics. Theoretical contributions of this study are the findings of moderating effects of hedonic value on the relationships between e-tailer characteristics and shopping attitudes. In addition, this study practically implies how companies can utilize these characteristics strategically for marketing and the selection of products.