• Title, Summary, Keyword: Consumers' Cognition

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A Study on Korean and Chinese Consumers' Cognition, Product Purchase Intention and Consumer Demand for Fair Trade Education (한·중 소비자의 공정무역에 대한 인식, 제품 구매의도와 소비자교육 요구)

  • Chen, Xiao Can;Lee, Seung Sin
    • Family and Environment Research
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    • v.53 no.3
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    • pp.279-291
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    • 2015
  • Fair trade is international trade that pays just wages, supplies stable and eco-friendly products, and supports the sustainable development of economies. This study examined consumers 'cognition of fair trade, product intention of fair trade products, and consumer demand for fair trade education. We compare these variables between Korean and Chinese consumers and explored variables that affect consumers' cognition, purchase intentions and consumer education demand. This study randomly targeted 428 adult consumers in Seoul (219) and Beijing (209) to grasp the demand of customer education and a purchasing intention for fair trade products. The results of this study are as follows. First, participants showed a low cognition of fair trade and purchase intention, while consumer demand for fair trade education on concept, campaign and effect had a comparatively higher level. Chinese consumers showed a higher level of purchase intention, but a lower level of consumer education demand for fair trade concepts. Second, a higher education level resulted in a higher cognition of fair trade by Korean consumers and more experienced Chinese consumers had a higher cognition. Third, the cognition of fair trade affected the purchase intentions positively for both in Korean and Chinese consumers. Finally, cognition and purchase intention showed positive effects of the consumer demand for fair trade education on concept, campaign, and effect.

The Effect of VMD Image Appropriateness on Consumers' Affective, Cognitive, and Conative Responses - Testing Models based on the Emotion-Cognition Theory and the Cognitive Theory of Emotions - (VMD 적합성이 소비자의 감정적, 인지적, 행동적 반응에 미치는 영향 - 감정.인지이론과 인지.감정이론에 근거한 모델 검증 -)

  • Park, Min-Jung;Lee, So-Eun
    • The Research Journal of the Costume Culture
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    • v.17 no.3
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    • pp.459-471
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    • 2009
  • The purpose of the study is to examine the effect of VMD image appropriateness in apparel shopping contexts. Two competing models are utilized. The first model is developed from the emotion-cognition theory which explains that environmental cues(i.e., VMD image appropriateness) generate consumers' emotion, and in turn, consumers' behaviors. The second model is developed based on the cognitive theory of emotions and posits that environmental cues stimulates consumers' cognitive perceptions of retail environments, subsequently influencing consumers' emotional and behavioral response. A 2(VMD image appropriateness: high vs. low) between-subjects factorial design experiment was conducted. Female college students(n=592) participated in the experiment. Using structural equation modeling the study found that the emotion-cognition model better explains the effect of VMD image appropriateness on consumers' emotional, cognitive, and behavioral responses.

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Effects of Cognition Toward Fresh Pear on the Purchase of Pear and Processed Pear Products (신선 배에 대한 인지가 배와 배 가공 식품의 구매에 미치는 영향)

  • Ahn, Se Eun;Oh, Ji Eun;Cho, Mi Sook
    • Journal of the Korean Society of Food Culture
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    • v.32 no.5
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    • pp.394-402
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    • 2017
  • This study evaluated how fresh pear cognition variables influences the purchase of primary and secondary products to promote pear consumption. The survey was performed online using 200 consumers who have consumed pears. Consumers' cognition was classified into two groups, one that was more favorable toward fresh pears and one that was less favorable. The cognition toward pear significantly affected the attitude (p<0.001) and purchase intention (p<0.001) toward fresh pear. When consumers bought fresh pear, sweetness was most important among the selection attributes to both groups, and the most common reason why consumers liked the pear analyzed by check all that apply (CATA) was also sweet taste. However, the negative group did not prefer fresh pear because of taste and texture, so those qualities should be well-controlled. In addition, cognition toward primary products influenced liking and purchase intention of processed pear products, especially beverages (p<0.001), bakeries and sweets (p<0.05). Therefore, these types of secondary products should be developed based on consumers' demands.

A study on VMD(Visual Merchandising) cognition difference of the VMD operation systems (VMD(Visual Merchandising) 운영체계에 따른 VMD 인지에 관한 연구)

  • Kim, Minyoung;Lee, Jinhwa;Kim, Saehee
    • Journal of the Korean Society of Costume
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    • v.64 no.5
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    • pp.62-75
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    • 2014
  • The importance of VMD operation strategies in fashion business is growing, and this study analyzed the difference in consumers' VMD cognition of the two VMD operation systems: VMD specialist employment system and VMD outsourcing system. Two SPA brands were selected as the representative cases of the two VMD operation systems. A statistical analysis was performed using data collected from a total of 206 university and graduate students from an experimental study. Paired t-test and independent t-test were used for the analysis. The results are as follow: First, consumers' VMD cognition of the two VMD operating systems were different, and the VMD specialist employment system was valued higher than the VMD outsourcing system in all cognition dimensions. Second, the VMD specialist employment system was valued generally higher than the VMD outsourcing system regardless of gender, clothing involvement, and VMD interest of consumers. Third, the VMD specialist employment system was valued higher than the VMD outsourcing system in the following aesthetic aspects: harmony, attractiveness, and fashionable dimensions by the male, low involvement, and the VMD interested consumers. Fourth, the VMD outsourcing system was valued higher than the VMD specialist employment system in the appropriateness and the functionality dimensions by females and the high-involvement consumers, It also scored higher in the fashionable and attractive dimensions by the VMD interested consumers.

A Survey on Cognition Levels of Consumers and Producers for Product Liability (제조물책임에 대한 소비자와 생산자의 인식수준에 관한 연구)

  • Kim Jin Tae;Jeon Young Rok
    • Journal of the Korea Safety Management & Science
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    • v.7 no.3
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    • pp.109-120
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    • 2005
  • A company is liable for its products and has the responsibility to make good on any loss or damage incurred by the user of its product. The purpose of the Product Liability Act(PLA) is to protect consumers against damage caused by defective products, and contribute to the safety of the citizen's life and the sound development of the national economy by regulating the liability of manufacturers, etc. for damages caused by the defectiveness of their products. In this study, the cognition levels of consumers and producers for PLA were surveyed. The cognition levels of four factors of acknowledgement, comprehension, necessity and impact for PLA were assessed. The results were as follows : i) Acknowledgement and comprehension levels of consumer were assessed low but they assessed necessity and impact of PLA high; ii) Producers assessed necessity and impact of PLA higher than their acknowledgement and comprehension levels; iii) Overall cognition levels of producers were higher than those of consumers.

The Effect of Advertisement Type, Brand Typicality and Need for Cognition on Attitude toward Advertisement Intention - Focused on Outdoor Apparel Brands - (광고유형, 브랜드 전형성, 인지욕구가 광고태도에 미치는 영향 - 아웃도어 의류 브랜드를 중심으로 -)

  • Jung, Mi Yeon;Hwang, Sun Jun
    • Journal of the Korean Society of Costume
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    • v.66 no.8
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    • pp.1-13
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    • 2016
  • The purpose of this study was to analyze the effects of comparative advertisement brand typicality and need for recognition in outdoor apparel market. This study was created with a mixed factorial design of 2 (Advertisement types: Comparative advertisement vs. General advertisement) X 2(Brand Typicality: High Brand vs. Low Brand) X 2 (Need for Cognition: High vs. Low). The results of this study are as follows: First, it was shown that comparative advertisement had a greater positive influence on attitudes toward advertising intentions in comparison to general advertisements. Second, while comparative advertisement was more effective than general advertisement for outdoor apparel brands with low typicality. Third, consumers with higher need for cognition showed a preferred attitude toward advertising intention when met with comparative advertising in contrast to general advertisement. Fourth, when consumers with higher needs for cognition were exposed to advertisement for brands of lower typicality, there was higher positive influence on the attitudes toward advertisement intention with comparative advertisement in comparison to general advertisement. This means the comparative advertisement may be effective for the new garment brand or the garment brands having low typicality to secure the cognition quickly from the consumers having high need for cognition.

A Empirical Study on the Factors of Taxation Cognition for Medical Institutions in Korea (우리나라 의료기관에 대한 과세인식에 영향을 미치는 요인에 관한 실증연구)

  • Hong, Ki-Yong;Park, Young-Kyu;Kum, Chung-Kap
    • Korea Journal of Hospital Management
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    • v.9 no.4
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    • pp.21-44
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    • 2004
  • Toe objective of this study is to verify the factors influencing the taxation cognition of medical institutions and to verify the difference of taxation cognition among the interest groups in medical services. The factors that influence taxation cognition are supposed to be five: cognition of public benefits on medical services, cognition of profits from medical institutions, cognition of self-responsibility of medical institutions, cognition of distinction of medical institutions, and cognition of the importance of medical services. The interest groups are divided into four: medical institution employees, medical treatment consumers, taxation experts, and tax officials. As a result of this study, first, cognition of public benefits, cognition of profits, and cognition of distinction are verified to have statistical significance as factors for taxation cognition. It means that cognition of the public benefits of medical services is low, while cognition of profits is high, and taxation cognition such as tax supports and tax exemption appears low in accordance with lowness of cognition of distinction of medical institutions. Second, taxation cognition of the interest groups about medical service shows statistical significance between the group of medical institution employees and the group of tax officials, and between the group of medical institution employees and the group of taxes experts. This study is expected to contribute to tax policy, which can support medical institutions to provide medical consumers with good medical services, by analyzing the factors that influence taxation cognition on medical institutions.

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A Study on the Care Label of Vapor-Permeable and Water-proofed Fabric Clothes and Consumer's Understanding (투습방수포 제품 취급주의표시 레이블의 실태조사와 이에 대한 소비자의 인식조사)

  • Choi, Hae-Young;Lee, Jung-Sun
    • Korean Journal of Human Ecology
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    • v.10 no.4
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    • pp.333-347
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    • 2001
  • The purpose of this study is to find out the washing methods specified on the care labels of vapor-permeable & water-proofed fabrics and to investigate the consumers' real washing methods in their home and their cognition. In this study, the condition of care labels on 35 products was investigated and consumers' washing methods and cognition were surveyed. The subjects were consisted of majoring clothing textiles' female, female student attending in other major and married-women. Data were analyzed SPSS 10.0. The major results were as follows : 1. The care labels of Vapor-permeable & waterproofed fabric products used in this survey followed the rule of KS K that is stated that care labels must include over 3 instructions. It was the most popular type of care labels to organize with washing methods, bleaching methods, weaving methods, drying methods, ironing methods. 2. Most consumers have vapor-permeable & waterproofed fabric products, but their consciousness of this fabric is low. The rate of consumer confirming the care labels was 76.6% but 67.8% of them answered they take care of textile products with their experiences. 3. Consumers' understanding of care instructions on care labels was investigated that most consumers understand domestic care instruction, but they didn't know almost all international one.

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A Study of Consumers' Responses to the Attributes of Salespeople in Fashion Retail Stores (패션매장에서 판매원의 특성에 대한 소비자 반응 연구)

  • Seo, Min Jeong;Jun, Daegeun
    • Fashion & Textile Research Journal
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    • v.20 no.5
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    • pp.509-519
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    • 2018
  • This study is to examine the effects of salespeople' attributes (i.e., empathy, availability, professional appearance) on consumer cognition, emotion, and behavior. A conceptual model was developed based on stimulus-organism-response (S-O-R) theory and cognition-emotion theory. A total of 542 questionnaires were collected online and some incompletely written questionnaires were excluded. Because of the high possibility of memory distortion, only the questionnaires (n=220) written by those who visited fashion stores within one week were used for the final analysis. The results of PLS analyses demonstrated that 1) salespeople's empathy directly affected consumers' shopping emotion; 2) salespeople's availability and professional appearance indirectly affected consumer's shopping emotion through store image; 3) consumers' shopping emotion positively affected purchase intention. Theoretical and practical implications of the results are discussed in conclusion. As a result of this research, the main characteristics of the salespeople were identified in order to allow the consumers visiting the fashion store to buy the fashion products naturally and the basic directions of sales manuals for the salespeople in the fashion store were presented. It is also hoped that academic researchers will be able to use the characteristics of salespeople as the main data to understand how they affect consumers' cognitive and emotional responses and how they are connected to purchase behavior.

Cognition and Attitudes to Environmental Agriculture;Focused on 9 Consumer and Life Cooperatives in the Metropolitan Area (환경농업에 대한 인식과 태도;수도권 9개 생활협동조합의 사례)

  • Cheong, Ji-Woong;Lim, Hyung-Baek;Kim, Jung-Tae;Koh, Woon-Mee;Kang, Sang-Bin
    • Journal of Agricultural Extension & Community Development
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    • v.10 no.2
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    • pp.181-192
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    • 2003
  • With emphasis on environmentally safe and sustainable and economically sound and oriented to consumer, this study intends to assess the consumer's cognition and attitudes for safe food distribution, to investigate the supplying system of the organic farm products, to survey the consumer and life cooperatives dealing with organic farm products, and to draw some implications toward environment- and consumer-oriented agriculture. Related literatures and available documents were reviewed to conceptualize the environmental-and consumer-oriented agriculture and consumer and life cooperatives, to grasp the nationwide status of such alternative agriculture and consumer cooperatives, and investigate the consumers' cognition and attitude. In order to investigate the consumers' needs for organic farm products and to grasp the active consumer and life cooperatives dealing with organic farm products, questionnaire method and non-structured interview were applied. The environment-and consumer-oriented agriculture refers hero to the farming system in which any farm food and other living products giving no harm to human and livestock health and catering the consumers' need. The consumer and life cooperatives is consumer's group buying and selling organic farm products organized in the cooperative system with which any consumer can be affiliated to buy organic farm products safely and reasonably.

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