• Korea Trade Review
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• v.45 no.2
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• pp.211-228
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• 2020

The purpose of this study aims to analyze the comparative effects of luxury consumption behavior for Chinese consumers. Many research have been conducted in luxury consumption behavior based on perspective of culture, brand, and purchase motives. However, previous studies seem somewhat limited in fully explaining luxury consumption behavior due to less understanding of consumers' psychological trait. In order to fill this gap, this study adopts narcissism (overt narcissism and covert narcissism) to explain consumers' psychological trait. Based on specific psychological trait, consumers would lead to different luxury purchasing behavior depending on purchase motives. Especially, overt narcissism would show high tendency of self-esteem, arrogance, which means that it is closely related to need for uniqueness. Conversely, covert narcissism would show high sensitivity to others, which indicate that it is involved with need for approval. Also, each narcissism would result in different behavior for luxury purchasing based on generation difference (20-30s, vs. 40-50s). The result of this study shows that overt narcissism, covert narcissism, need for uniqueness, need for approval have significant influence on luxury consumption behavior. Especially, overt narcissism has interaction effect with need for uniqueness and young generation (in the 20s, 30s) for luxury purchasing behavior. On the other hand, it was found that covert narcissism has no interaction effect with other variables.

• Journal of the Korean Society of Food Culture
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• v.17 no.2
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• pp.153-164
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• 2002

This study examined the consumers' awareness and information need toward the irradiated foods and environmental hormones. The data were collected from 350 adults living in Daegu and Busan by the self-administered questionnaire. Frequencies and chi-square tests were conducted by SPSS. The results of the survey were as follows: (1) consumers' awareness regarding the irradiated foods and environmental hormones were low, while consumers' concerns for them were high, (2) the orders of the information needs for the irradiated foods are safety of irradiated foods, dose permitted for food irradiation, benefits of irradiated foods, kinds of permitted irradiated foods, and legislations of food irradiation, and (3) the orders of the information needs for the environmental hormones are harmfulness of environmental hormones, standards for contamination by environmental hormones, materials releasing environmental hormones, methods to prevent environmental hormones, and kinds of environmental hormones.

• Human Ecology Research
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• v.56 no.1
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• pp.15-32
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• 2018

This study analyzes difference in consumers' and front-line workers' perceptions on 'consumer complaint behavior with hateful intentions' though the Co-orientation Model in three dimensions. In addition, we seek to contribute to reducing the conflict between consumers and front-line workers in the service contact point by finding factors that affect the difference in perception between two parties. This study findings and implications are as follows. First, Taking a look at the mutual orientation between consumers and front-line workers, mutual perceptions have been found to match in agreement but with a significant difference in perceived agreement (congruence), which indicates that the internal perceptions of both consumers and front-line workers do not match. The findings confirm that consumers and front-line workers have different perspectives on consumer complaint behavior with hateful intentions and therefore raise a need for efforts and institutional devices for improvement. Second, the study has found that consumers' economic responsibility as part of their social responsibilities and front-line workers' perceptions on consumers' civic responsibility affect the perception difference between these two groups and suggest a need for educating consumers about economic responsibility. Meanwhile, unlike consumers, front-line workers view consumers' complaint behavior with hateful intentions from an ethical point of view, raising a need for a transition of perspectives on complaint behavior with hateful intentions.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1239-1247
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• 2002

Consumers' purchase intention related with price reduction is important factor for the successful marketing strategy of electronic commerce as a new marketing channel. Therefore, the purpose of this study was to assess the difference of consumers' attitude(purchasability and perceived need) depending upon purchasing variables, and to investigate how consumers' attitude influence on purchase intention with price reduction in the internet shopping mal1. For research method, 400 questionnaires were distributed to subjects who were 20 to 39 years old; and among the returned questionnaires 347 were usable. Data were analyzed by t-test, regression analysis, frequency with SPSS 10.0. Results of this study were as follows: First the results showed that purchasability and Perceived need affect Purchase intention according to off-price percentage, and brand and clothing style in discount. Second, there were significant differences in purchasability, and perceived need according to off-price percentage, and brand in discounts. However, there were no significant differences in purchasability and perceived need according to clothing style in discounts.

• Journal of Fashion Business
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• v.14 no.3
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• pp.20-34
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• 2010

The purpose of this study is to clarify the relationship between consumption behavior and fashion orientation for luxury brands in Japanese and Korean consumers. For this study, the author carried out a questionnaire survey with objects of 816 Koreans and Japanese, and analyzed the relations among consumer attitude, purchase behavior, lifestyle and fashion orientation. First, in Korea, all fashion orientations gave positive effects on attitude toward luxury brands, and especially it has a significant relation with factors affecting luxury brand consumption, so when luxury enterprises establish a marketing strategy for Koreans, they need to refer to fashion orientation intensively. Second, as a result of analyzing the relation between fashion orientation and purchasing behavior, it was found that fashion interest is an important factor affecting luxury brand purchasing behaviors, in both Japan and Korea. Third, Japanese luxury brand enterprises need to focus on consumers who prefer standard goods. while Korean enterprises need to focus on consumers who prefer specific brands. Lastly, in case of Japanese consumers, the more they pursue self-esteem and reasonable consumption, the higher they prefer standard goods, while the more Korean consumers pursue conspicuous consumption, hedonic consumption and self-esteem, the higher Koreans prefer specific brands.

• Knowledge Management Research
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• v.10 no.4
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• pp.115-131
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• 2009

This paper attempts to show that consumers' own information processing mode can play an important role in inducing favorable product evaluations, which is the most key goal of marketing. Th elaboration likelihood model contends that consumers' motivation and knowledge, in addition to the outside marketing information, affects the evaluation process. On the other hand, The resource matching hypothesis suggests that an excessively high level of information processing may lead to negative evaluations. In this study, Need for closure exacerbated overall evaluations of consumers. Such relationship was more salient in the condition of low severity that in the condition of high severity. Also under the situation of low severity, consumers with high level of relevant knowledge made evaluations more favorable, compared to the consumers of low knowledge. On contrast under the situation of high severity, relevant knowledge leaded to less favorable evaluations. This experiment identifies the appropriateness of the elaboration likelihood model and the resource matching hypothesis. Especially This study suggests an rare example that consumers' knowledge may not paly an desirable role in making their judgments.

• Journal of the Korean Home Economics Association
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• v.36 no.3
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• pp.105-116
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• 1998

The level of knowledge and need on consumer information in the area of personal finance were investigated in this study, based on a survey of 422 Bucheon residents. The results showed that the level of financial knowledge of respondents was low while the level of need for financial information was relatively high. The variables related to the knowledge and need level were also investigated. Suggestions were made to guide the direction of financial education program for consumers.

• Journal of the Korean housing association
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• v.16 no.5
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• pp.13-19
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• 2005

It is estimated that 2.25 million households accounting for $13.5\%$ of total households will have home networking in 2025. As the need for intelligence and sustainability of residential environment has been increasing, the growing demand for intelligent house is obvious. The purpose of this study was to investigate the perception of consumers on digital home and their needs. A web-survey was conducted and the survey participants were limited to residents living in housing built after 2003. A total of 120 responses were used for data analysis. The images of digital home were categorized into environmental friendliness, convenience, and sophistication. Also the respondents showed the strong need for functions of digital home such as safety from emergency and entertainment.

• Asia Marketing Journal
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• v.14 no.4
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• pp.77-94
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• 2013

Really new products (RNPs) provide novel benefits yet many consumers are reluctant to accept these highly innovative new products. Previous literature has shown that mental simulation is an effective method for enhancing the evaluation of RNPs. However, Castano et al. (2008) and Zhao, Hoeffler, and Zauberman (2011) demonstrate conflicting results as to which type of mental simulation (i.e., process versus outcome) is more effective for the enhancement of RNP evaluation. The authors try to reconcile these results by incorporating a moderating variable which is personal need for structure (PNS). PNS is an individual difference variable that taps the differences in people's propensity to cognitively structure and simplify their environment (Neuberg and Newsom 1993). From the analysis of the previous two works, the authors point out that consumers' susceptibility to uncertainty may contribute to the different results, and suggest that this susceptibility is dependent on consumers' PNS. To test the hypotheses established, an experiment was conducted. Waterless washing machine was presented as a RNP and PNS was measured by using the 12-item PNS Scale (Thompson et al. 2001). The results of the study show that for high-PNS consumers, process simulation is more effective than outcome simulation for enhancing the evaluation of a RNP, whereas for low-PNS consumers, outcome simulation is more effective than process simulation. This research contributes to the mental simulation and new product literature by suggesting and verifying that PNS moderates the effects of process versus outcome simulations for enhancing the evaluation of RNPs. This research provides important managerial implications for marketing managers of RNPs, indicating that they should take account of the target consumers' PNS in planning marketing communications. Specifically, when targeting high-PNS consumers, marketing communications that encourage process simulation may be more effective than those that encourage outcome simulation. In contrast, when targeting low-PNS consumers, marketing communications that encourage outcome simulation may be more effective than those that encourage process simulation.

• Asia Marketing Journal
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• v.14 no.4
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• pp.167-188
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• 2013

In today's society with its emphasis on unlimited information access, control of available information about high-technology products is often vital to their success. When a product is released, consumers may initially be attracted through information about its remarkable internal and external features. They may also perceive a degree of congruence between their own personalities and the product image as more information becomes available over time. Consumers' changing impressions of the product may influence personality congruence negatively or positively. These changes and their effects on preference for high-technology products are the focus of this paper. A survey was given to a sample of 206 students at K University to investigate the degree to which consumer behavior can be influenced by personality congruence. The need for clear and definite product knowledge in this process and the effect of product information on preference were also investigated. Three analyses were conducted. The results of Analysis 1 showed the influence of personality congruence on preference for high-technology products. Judgments about personality congruence were based on non-compensatory rather than compensatory information processing. The respondents considered certain aspects of a product's personality rather than the product as a whole when making preference decisions. The results of Analysis 2 indicated that when less information was available about a product, consumers who perceived high personality congruence with the product tended to have higher preference for it compared to those who perceived low personality congruence with the product. On the other hand, when consumers were given more information, no difference was observed in the impact of personality on preference between perceived high and low personality congruence. Lastly, the results of Analysis 3 showed that when consumers with high need for closure (NFC) perceived high congruence between their own personalities and a product, objective information regarding the product was not used in decision-making: instead, judgments about the product were based on perceived personality congruence. On the other hand, high-NFC consumers who perceived low personality congruence between themselves and the product tended to require more information about the product in order to give it a positive evaluation. In contrast, low-NFC consumers who perceived high personality congruence felt comfortable with large amounts of information. For low-NFC consumers who perceived low congruence, the level of information had no influence on preference.