• Journal of Korea Multimedia Society
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• v.24 no.10
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• pp.1449-1460
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• 2021

The visual design elements of packaging play an vital role in attracting consumers' attention, forming their sense of pleasure and sensory expectations, as well as having an important impact on the actual product experience. This study aims to explore whether the colors and textures in the packaging design elements of canned beer will affect consumers' senses, judgments and taste perception of canned beer. Participants in Survey I (N=193) evaluated their expectations for beer freshness, softness, bitterness and alcohol content by observing the packaging of canned beer, then recorded whether they could get the expected experience when tasting beer, and evaluated their preference and purchase intention. In the Survey II, 4 kind of colors and 2 types of texture shapes were applied, and all participants were provided with the same beer for multivariate cross contract analysis to evaluate the specific impact of color and texture of packaging design elements on consumers' taste and the interaction between sensory judgment and taste perception.The results showed that both colors and textures had a significant affect on the sensory expectation (pre-tasting score) of canned beer, but their effects on the sensory score after tasting (actual perception)were inobvious. The analysis of the influence of the interaction between color, texture and shape on taste perception shows that when the expected packaging appearance perception is similar to the actual drinking perception (i.e., straight line and B/G or arc line and Y/R), it is more likely to obtain consumers' favor and higher purchase intention evaluation than the inconsistent canned beer packaging (i.e., straight line and Y/R and arc line and B/G). This paper discusses the influence of these results on the packaging design of canned beer and the possibility of improving the brand efficiency by meeting the visual elements of packaging design expected by consumers.

• Journal of the Korean Home Economics Association
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• v.32 no.2
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• pp.17-32
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• 1994

The main purpose of this study is to assess the housewives' perception to the salespersons' delivery of information at a department store and to assess how much they wan to get information through them. In this regard 410 consumers of housewives living in Seoul are randomly selected from April 7 to 28 in 1992. The major results are as follows: Firstly consumers generally seem to think much of salespersons' ability and to need salespersons' close explanation and advice. In this regard salespersons are respected as the consumer information sources whereas the degrees of reliability and satisfaction are relatively low. And, thus, salespersons does not influence much on consumers' decision to purchase. Secondly, consumers require information from salespersons. Therefore salespersons should provide informations to consumers so that salespersons will be available informants to consumers. Thirdly recognition on the presense salespersons is the major variable which influenced on consumers' requirement for information. The more positive recognition raises consumers' requirement for information and hence needs more available salespersons as informants to consumers. Consequently salespersons are expected to be professionals to meet the consumers' demand.

• Journal of Distribution Science
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• v.11 no.11
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• pp.83-88
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• 2013

Purpose - This study focused on consumers' perception about regulations for sales enforced by national and local governments in Korea. The study examined the relationship between perceived regulatory restrictions and subjective well-being (SWB), and perceived regulatory restrictions and shopping value, respectively. Research Design, Data, and Methodology - Data were collected from 135 college students and consumers in Gyeonggi Province to verify the relationships, moderating effects, and mediating effects, thus testing the theoretical model and its hypotheses. Results - First, consumers' positive perception of regulatory restrictions enabled enhancement of their SWB. Second, consumers' positive perception of regulatory restrictions had no significant positive influence on hedonic value but had a significant positive influence on utilitarian value. Third, utilitarian value exhibited a full mediating effect on the relationship between regulatory restrictions and SWB. Conclusion - This study showed that consumers' positive win-win attitude is based on social norms. Further, we expect that consumers experiencing discomfort due to regulatory restrictions resolve this by going to other distributors. Finally, to increase distributors' competitiveness and consumers' utilitarian value, it is suggested that distributors require a variety of marketing strategies.

• Journal of the Korean Society of Costume
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• v.66 no.3
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• pp.75-92
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• 2016

The purpose of this study was to prove how sociocultural perspective of obesity, differences in consumers' perception of body and attitudes of accepting obesity affected individuals' clothing behaviors through cross-cultural studies. The data collected were composed of 612 Korean and US consumers in the 20's and 30's that had experiences in purchasing plus-size products. The results were as follows. First, BMI index was lower in Korean consumers than the US consumers, but Korean consumers received more stress from being overweight compared to the US consumers, and had a more negative attitude about their body. Second, although Korean consumers had lower BMI index and degrees of obesity than US consumers, they were severely stressed by obesity and were found to have a higher level of dissatisfaction with their bodies. Third, Korean consumers responded more sensitively to obesity and had a tendency to display a more negative attitude regarding obesity, and a more passive dependence on clothing. Forth, differences in the body shape were reflected even in wearing evaluation, and US consumers showed a more positive attitude toward evaluations of size suitability and fitness. Fifth, the plus-size market for Korean consumers was still not active, and most products purchased were generic brands obtained from online shopping malls through the Internet. However, in the case of the US, in which the ratio of obese people is high and the plus-size market is growing, consumers were purchasing plus-size brands through various distribution online and offline channels. Sixth, Korean consumers were less satisfied than US consumers with shops, sizes and fitness; however, they were more satisfied with design factors. Finally, it is expected that this study can offer practical implications for marketers and product developers running plus-size market for young obese consumers in their 20 and 30s.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.3
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• pp.417-427
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• 1998

Price, one of the marketing 4p's, is a key decision variable affecting market share and the profitability of individual products. For consumers, since price is almost always known to and can be compared, it is one of the most important criteria when they make a purchase decision making. With the consumers' increasing consciousness for price due to economic recession, and the saturation of domestic apparel market, it is expected that the effect of price on consumers' decision making would be greater than ever. This study, the first in two part series, focuses on testing the validity of dimensions of clothing price using Lichtenstein et. at. (1993)'s suggestion. In addition, the effect of demographic variables on the perception of each price dimension was investigated. The subjects were 264 college students living in Seoul, Korea. The data were collected by self -administered questionnaires and analyzed by t-test, ANOVA, regression analysis and Lisrel confirmatory factor analysis. The result supported Lichtenstein et. al. (1993)'s suggestion. That is, consumers' perception of clothing price is not mini-dimensional, but has six dimensions: sale proneness, price mavenism, value consciousness, price consciousness, price -quality schema and prestige sensitivity. Demographic variables partially effect on the consumers' perception of each clothing price dimension. The level of monthly pocket money, however, has influence on all price dimensions. Based on these results, marketing implications for apparel manufacturers were suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.8
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• pp.1139-1154
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• 2013

This study examined the effects of consumers' usefulness and the hedonic perception of their willingness to provide information and cooperation intention in the use of location-context based mobile product recommendation services for fashion stores. We examined the influence of consumers' beliefs regarding marketer's information practices on their perceptions of provided services. In addition, the moderating effects of consumers' epistemic curiosity and information control level were investigated. A total of 400 smartphone users were included as participants for the present study. The results showed that consumers who perceived information services as more hedonic and useful are more likely to provide personal information and cooperate with marketers. The findings of the study suggest that fashion retailers who plan to introduce mobile product recommendation services should pay attention to the hedonic aspects of the services. In addition, the effects of usefulness and hedonic perception of the two dependent variables were different according to the level of epistemic curiosity and information control.

• Journal of Korean Academy of Nursing Administration
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• v.13 no.3
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• pp.362-372
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• 2007

Purpose: This study was performed to identify the perception gaps of nursing services quality between consumers and providers, and identify the perceived influences of nursing services quality on general satisfaction of medical services and revisiting intent of hospital by consumers. Method: The Joo's questionnaire founded on SERVQUAL was modified and distributed to 300 patients and nurses at 6 general hospitals in 5 provincial cities, Korea. Result: It is identified that the perception gaps between consumer and providers exist, and consumers perceive nursing services quality has a influences on general satisfaction of medical services and revisiting intent of hospital. And it is also identified that consumers also perceive general satisfaction of medical services has a powerful influences on revisiting intent of hospital. Conclusion: It is concluded that the marketing strategies being based on the perception gaps between consumers and providers should be specifically planned and applied to improve the perceived nursing services quality by consumers. And it is needed to accurately identify the impact attributes and factors of nursing services quality on general satisfaction of medical services and revisiting intent of hospital that consumers perceive.

• Journal of the Korean Operations Research and Management Science Society
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• v.24 no.4
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• pp.49-62
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• 1999

Since the Internet was applied for commercial purpose, many companies have been making use of the Internet in electronic commerce and the Internet has brought many changes on consumer and supplier behaviors. It seems that consumers and suppliers can obtain more accurate information rapidly and pay less for the same product/service than in traditional commerce. This study tries to investigate the difference in the cost factors perceived by consumers between traditional commerce and the Internet commerce. Empirical results show that there is no significant difference in consumers' perception of cost factors between traditional commerce and the Internet commerce. Contrary to general perception, a large number of consumers do not believe that the Internet commerce is generally more economical than traditional commerce. The factors where the consumers think Internet commerce has cost advantages are search cost and purchasing cost. However, consumers are understanding the benefits of the Internet commerce and are expecting that Internet commerce bring about economic advantages in consumer markets in the near future.

• Korean journal of communication and information
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• v.38
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• pp.147-182
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• 2007

This study conducted a comparison analysis on the difference in the subjectivity structure of Korean and Chinese consumers based on their types of perception on advertisements of automobiles which has a high degree of self interest. The primary reason for conducting a comparison study of Korean and Chinese consumers was to concretize the characteristics of Chinese consumers who have enormous potential and rapid growth in the global market. In addition, by comparing the characteristics of Korean and Chinese consumers that changed with differences in social systems and socio-economic characteristics, the purpose was to present an advertising strategy idea that is useful for both countries. Furthermore, when taking into consideration the reality that the world must compete in a single market commonly referred to as the global market, understanding the subjectivity structure of perception of Korean and Chinese consumers is critical in establishing a strategy for occupying the upper position of dominance in such competition. Based on the results of the study, subjectivity structures on the perception of advertisements possessed by Korean and Chinese consumers of the same Asian culture differed but were mutually interrelated. Such results suggest that there is a need for further studies of generalization and objectification through a quantitative approach.

• Journal of Korea Multimedia Society
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• v.24 no.1
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• pp.146-154
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• 2021

Conspicuous consumption is often investigated in Korea and consumers purchase a product to publicly display economic power or social status. The existing studies argue that brand loyalty and luxury brand preferences escalate conspicuous consumption, and it is important to identify different visual perception to understand irrational consumers' behavior. Car emblem as brands' visual identity represents the brand's image, mission and message. Irrational consumers thus are expected have different visual perception to the emblem or logo. To understand the impact of irrational consumer behavior on visual perception, this study explored how brand loyalty and luxury brand preferences impact on the visual perception of car emblems between Korean domestic brand and imported brand. This study used eye tracking technology to measure the respondents' attention on an emblem of the cars. Eye tracking tools analyze fixations and measure the attention on a specific area of interests (AOI). This study explored the maintaining time and frequency on AOI, as well as explored the size of pupil to identify the respondents' attention on the AOI. In this experiment, the logos of domestic cars (i.e., Hyundai and Kia) and foreign cars (i.e., Mercedes-Benz and BMW) were swapped to see how irrational consumer behavior impact on visual perception of car emblem.