• Journal of the Korean Society of Food Culture
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• v.28 no.5
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• pp.480-487
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• 2013

This study is conducted to investigate to the consumption pattern of Kimchi and perception about the functional Kimchi of consumer. The survey was done between October 1 to October 15, 2011 among 294 male and female adults aged 19 and over in Seoul and Gyeonggi-do areas. The gender distribution of subjects was 33.3% males and 66.7% females. 64.3% of subjects prepared Kimchi by themselves, 23.5% of subjects received Kimchi from relatives and 12.2% of subjects purchased Kimchi from the market. In addition, the rate of preparing Kimchi at home is highest in those aged fifty or over. Only 41.8% of subjects knew how to make Kimchi. 72.1% of subjects responded that they ate Kimchi one or more a day. 46.6% of subjects have purchased commercial Chinese cabbage Kimchi. The amount of one-time purchase of commercial Kimchi were investigated; 45.2% of subjects have been buying 500-1 kg, 34.4% of the subjects bought less than 500 g, and 11.2% of subjects bought 1-3 kg. 28.2% of subjects buy Kimchi at the supermarket and warehouse market. With regard to the evaluation of Kimchi taste, most consumers were not satisfied with the sweetness of Kimchi. In this result, the perception about functional Kimchi was very low. Consumer's demands were as follows: nutrient enhancement, strengthening of biologically active substances, lactic acid bacteria enhancement in order. Small sales units were preferred by the consumers, and complementation of sweetness of kimchi was required. Various Kimchi including functional Kimchi must be developed to meet the needs of consumers.

• Journal of the Korean Home Economics Association
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• v.33 no.3
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• pp.179-191
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• 1995

The purpose of this study was to investgate consumer problems which were severe for consumers and their complaining behavior. This research had a purpose to enhance the ability of consumer protection by the well-developed consumer education. The subjects were 342 homewives in Seoul, Feb. 1995. The major results were as follows : Younger, higher-educated, small sized family and white-collor and professional occupation homewives experienced more consumer problems. Also theses homewives with higher level of consumer attitude, information search and more consumer problems had more complaining behavior. For the causal relation of consumer problems experience, several independent variables and consumer complaining behavior, the path analysis was used. Only the consumer problem experience which was a intervening variable had direct affect to the consumer complaining behavior. Education level, number of family, consumer knowledge had inderect affect through the intervening variable to the consumer complaining behavior.

• Korean Journal of Human Ecology
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• v.17 no.2
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• pp.279-292
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• 2008

The concept of "new consumer sovereignty" is playing a significant role in having the initiative of production and consumption of technology and culture trend. Today the 'new consumers' positively use digital and information technology in purchasing. To understand these consumers' new purchase tendency, the study examined the actual conditions 1) of consumers' use of digital and information technology, 2) of digital devide between consumers, and 3) the consumer's attitude to changes of their lifestyle which digital convergence could result in. The subjects were thousand male and female adults. The data were collected from a survey conducted by Embrain, a research firm in Seoul, in the period of June 1st, 2007 ${\sim}$ June 10th, 2007. The results show: 1. Most subjects have computers, their Internet use is their general life, and they have lots of exposure opportunities to digital information. They positively and actively use information technology. 2. Between male and female subjects, and between old and young generation there is a significant digital gap. But the gap between regional areas is statistically not significant. 3. The subject's attitude to digital convergence society shows both positive expectation and negative concerns. Concludingly, to embody a desirable digital convergence society, it is necessary to be searched the ways which can decrease the digital gap and policy to share benefit that information technology can give to consumers.

• The Research Journal of the Costume Culture
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• v.15 no.1 s.66
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• pp.81-97
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• 2007

The purposes of this study were to build the concept of luxury brand and analyze the previous luxury brand studies. A number of publication and journals were reviewed and analyzed depending on subjects and year. The result of review and analysis were as follows: 1. The concept of luxury brand in the previous studies were arranged and the concept of luxury brand was defined by special characteristics of luxury brand. The subjects were usually categorized into three fundamental groups: luxury brand consumer characteristics, Marketing's 4P of luxury brand, social & culture analysis of luxury brand. In general, the studies of luxury brand consumer characteristics are conducted most actively, and they are followed by the marketing of luxury brand and social & culture analysis of luxury brand. 2. Luxury brand studies were organized by year. As a result, of this study, It tends to increase the concern and studies of luxury brand from 2003 to 2005. At the beginning of luxury brand studies, the consumer characteristics studies were researched actively. However the marketing studies were increasing and subjects were diversed gradually. But, previous studies of Luxury brand lacked in explaining changed consumer characteristics, marketing and social & culture analysis. Thus, this study directed the future studies to study deep into luxury brand studies.

• Journal of Korean Home Economics Education Association
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• v.14 no.3
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• pp.25-36
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• 2002

The objectives of this study are to investigate whether consumer education affects the consumer competency and to find out which factors including consumer education affect the consumer competency of elementary school children. The subjects of this study were 43 children at fifth grade to Participate in consumer education(experimental group) and 37 children not to Participate(control group). Consumer education Program was executed for total 20 hours in a semester. Surveys were also conducted twice times to get data for consumer competency and the related factors. The findings are as follows : 1) Consumer education has a positive effect on consumer-role attitude and consumer skill according to the result of ANCOVA. 2) The variables affecting the consumer-role attitude are consumer education and consumer skill of mother in that order according to the result of multiple regression. The variables affecting the consumer skill are consumer skill of mother. consumer education. record of a cashbook and gender in that order. The only variable affecting the consumer knowledge is consumer education.

• The Research Journal of the Costume Culture
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• v.26 no.5
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• pp.714-726
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• 2018

This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media) ${\times}2$(consumer innovativeness: high vs. low) ${\times}2$(the type of fashion brand extension: similar vs. dissimilar) three-way mixed design in which consumer innovativeness is the between-subjects variable. Subjects of this study included 210 men and women in their 20s and 30s who resid in Seoul and had SNS experiences. Frequency analysis, credibility analysis, three-way ANOVA, and simple interaction analysis were conducted using the SPSS 20.0 statistics package. The results are as follows: First, the type of fashion advertisement had a significant effect on advertising credibility. Cross-media advertisements had a more positive effect than general advertisements on all of the dependent variables. Also, the type of brand extension and consumer innovativeness showed significant effect on advertising credibility and the interaction effect between the type of fashion advertisement and consumer innovativeness was significant. Lastly, the effect of different types of brand extensions on advertising credibility showed a significant difference according to consumer innovativeness. Thus, a marketing strategy using cross-media advertising is proven to be effective in gaining consumer trust for a fashion brand.

• Journal of Fashion Business
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• v.25 no.5
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• pp.149-162
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• 2021

Nowadays, the cosmetic and fashion industries are paying attention to influencer marketing on Instagram. In this study, we determined whether electronic word of mouth (e-WOM) communications were affected by the following parameters: the influencer's information source, message sidedness, and consumer's regulatory focus. The experimental design of this study is a three-way mixed ANOVA, which comprises of 2 (influencer information source: expert vs general consumer) × 2 (message sidedness: two-sided message vs one-sided message) × 2 (consumer regulatory focus: promotion focus vs prevention focus) structure. The data for this research study was obtained by distributing a questionnaire to 410 subjects. The participants were aged between 20 and 39 years and lived in Seoul and Gyeonggi areas. In total, the data of 396 subjects was analyzed with the help of SPSS 25.0 statistical program: frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis were performed. The analysis results were as follows: First, influencer information sources and consumer regulatory focus exhibited a significant interaction with consumers' e-WOM intentions. Second, message sidedness and consumer's regulatory focus exhibited a significant interaction with e-WOM intentions. Third, influencer information source and message sidedness exhibited a significant interaction with consumers' e-WOM intentions. Based on these findings, the type of influencer's information source and the consumer's regulatory focus was taken into consideration while marketing cosmetics on Instagram. Moreover, influencer marketing strategies must be used to evaluate message sidedness. This would help us gauge the consumer's attitude towards advertisements.

• Journal of the Korean Home Economics Association
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• v.40 no.2
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• pp.131-142
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• 2002

Interested in the importance of Consumer Education in school has recognized in modem society, due mainly to the development and change of consumption life. Among the many contributions to the study of consumer issues that Consumer Education in school is the most important thing to be rational consumer. However, There is no any system to support the Consumer Education in school even though we need it. And thus, this paper is used the method of Contents Analysis through critically reviewing the professional web-sites of Consumer Education Center in Japan and Europe in order to investigate what the goal is, what contents are, how they operate their Consumer Education System. Moreover, we compare two web-sites in aspects of system, structure. The Consumer Education in Japan and Europe is toward the value of life which is not the buy-man-ship but the way of thinking and philosophy of life. The school lead the Consumer Education through the integrated system which is invoked all of related subjects. Each related subject is gotten together for the Consumer Education. Most of all the Consumer Education Center in Japan and Europe is in the middle of Consumer Education in school, and then absolutely assist and support Consumer Education in school.

• Journal of the Korean Society of Food Culture
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• v.3 no.4
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• pp.369-376
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• 1988

A consumer survey(2, 251 residents) on marketed kimchi products in Seoul and near Seoul Area were investigated for marketablity and quality improvement of kimchi. The results obtained as follow. 1. The proportion of subjects who has bought the marketed kimchi products was 24%, some factors(ages, type of housing, family system, income) were investigated. 2. The major motivation season and favorite kinds of kimchi for purchasing the products were investigated. And Subjects bought the needed amount for 1 day at hygienic store. 3. Subjects prefered the taste of kimchi which is medium level in sour, sweet, salty and hot. The most urgent improvement for the marketed kimchi is the sanitation. If marketed kimchi were improved over the aspects, the proportion of subjects who would buy the products was 54%.

• Journal of the Korean Society of Costume
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• v.53 no.7
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• pp.83-94
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• 2003

The purpose of this study was to investigate the relationship between the clothing consumption value and consumer satisfaction which were based on the purchase places such as department store and market, and to examine the influence of the clothing consumption value and demographic variables on the consumer satisfaction. The subjects were 364 females ranging in ages from twenties to fifties who dwelt in Seoul and in the suburbs of Seoul. Four factors of clothing consumption value derived by factor analysis: 'functional value', 'emotional value', 'epistemic value', and 'conditional value'. The clothing consumption value and satisfaction of shopping system, purchase system, and consumption system of buyers at department store showed higher than that of buyers at market. Emotional value was most important in predicting the consumer satisfaction of buyers at department store, followed by epistemic value (-) and conditional value. Conditional value was most important in predicting the satisfaction of buyers at market, followed by emotional value and the academic background of buyers. Generally the higher the emotional and conditional value, the higher the consumer satisfaction. and the consumer satisfaction was influenced by epistemic value negatively.