• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.58-68
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• 2019

Recently SNS product reviews are excessively increasing. However, many SNS reviews are under feeble regulation than how big and powerful that their awarenesses are. This problem leads to consumers' discontentment on product reviews on online. This study aims to analyze how SNS product reviews characteristics: informativeness, entertainment, reliability and familiarity attribute on consumers' purchase intent and brand attitude. However, at this time, consumers' high discontents (stored-knowledge) expect to have negative affect on product reviews thus I put this as a regulation effect. This study is consisted of 240 examinee who check SNS product reviews before buying products.

• The Journal of the Korea Contents Association
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• v.19 no.5
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• pp.15-23
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• 2019

Mobile devices have become the most influential media platform. Mobile advertising has thus grown much faster than any other type of advertising. This study is designed to examine antecedents of attitude toward mobile ads, antecedents such as irritation, personalization, and online information privacy concerns. The study also examines consumers' attitudes toward mobile ads as an antecedent of mobile advertising acceptance. Study findings suggest that irritation is not a statistically significant predictor of attitude toward mobile ads. An antecedent found to be positively related to attitude toward mobile ads is personalization and one found to be negatively related is online privacy concerns. Finally, consumers' attitudes toward mobile ads are found to be positively related to a general acceptance of mobile advertising. Practical implications are discussed.

• Journal of Agricultural Extension & Community Development
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• v.26 no.4
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• pp.221-232
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• 2019

The purpose of this paper is empirically to identify the factors influencing local food purchase intention. And this study compares to the difference between local food consumer and hypermarket consumer's attitudes toward local food, food lifestyle, and subjective norm. Data were collected from 319 local food consumer and 179 hypermarket consumer to measure the following; attitude toward local food; subjective norm; perceived behavioral control; food lifestyles; demographic information. Results showed that local food consumers are significant differences on attitudes towards health, environment, and local economy. Results also found that subjective norm and perceived behavioral control are significant differences between local food consumer and hypermarket consumers. It means that consumers who express a strong intention to purchase local food seems to link to the food lifestyles. The study suggests that producers and retailers need to develp campaigns explaining how consuming local food supports local businesses and farmers, which will reinforce personal values associated with local consumption.

• Journal of Information Technology Applications and Management
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• v.27 no.1
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• pp.173-186
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• 2020

This study examines the effect of congruity between product and TV reality show on purchase intention of Chinese consumers. A total of 110 respondents from Chinese consumers were collected using online surveys. The results were analyzed by SPSS 22.0. Multiple Linear Regression and process analysis were used to test the hypotheses. This article found that congruity between product and TV reality show, attitude toward product placement and recall of product affected consumers' purchase intention. In addition, the frequency of consumer watching TV reality show and familiarity of product moderated the attitude toward product placement and recall of product. This study provides useful implications for sponsors to select product placement as one of their marketing promotion tool.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.2 s.150
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• pp.286-295
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• 2006

The purpose of this study was to identify the determinants of purchasing non-deceptive counterfeit luxury brands. As determinants, this study exmained subject-related variables(consumer ethnoncetrism and attitude toward counterfeit), product-related variable(similarity with originals), and social influence(social recognition by others). Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 323 questionnaires were used in the statistical analysis. In analyzing data, confirmatory factor analysis and path analysis were conducted using structural equation modeling. Results showed that consumers' attitudes toward counterfeits significantly influenced their attitudes toward purchasing counterfeit luxury brands which directly influence purchasing frequency of counterfeit luxury brands. Consumers who evaluated the counterfeit more similar to the originals had more positive attitudes toward purchasing counterfeit luxury brands. The results show why consumers have increasing demands for counterfeits and the implications for anti-counterfeit business are suggested.

• Journal of Families and Better Life
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• v.15 no.4
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• pp.81-102
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• 1997

This study intended to investigate factors shaping the styles for comsumers to express their dissatisfaction after comsuming goods(cloth and household appliance) and services(public and health) In particular this study examined what kinds of characteristics were crucial to distinguish three styles of consumers' and public complaints. The characteristics of consumer to be considered in this study included consumer knowledge consumer attitude consumer and several socio-economic characteristics. The sample used in this study were consumers whose age was grater than 20 years old living near Seoul in 1996. Discriminant analysis was conducted to investigate what factors discriminate the style of complaint. This study found that several consumer characteristics were sigificant in explaining different styles for consumers to response their dissatisfactions. The effects of consumer characteristics were more significant in explaining the complaining styles derived from public and health services rather than goods. Overall consumer attitude consumer knowledge and the degree of satisfaction of services were discriminant variables in explaining the styles of consumer complaint. Both consumer knowledge and budgeting skill were significant in explaining complaint styles to response dissatisfaction derived from consuming clothing while both consumer education and time constraint were significant in shaping the kinds of complaining styles derived from consuming household appliances.

• 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 the Korean Society of Clothing and Textiles
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• v.32 no.2
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• pp.235-246
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• 2008

The aims of this study were to identify benefits sought for herbal cosmetics and its significance in influencing consumers' attitude and brand choice. A questionnaire was distributed to 900 women between 20 and 50 years old who had purchased herbal cosmetics from Nov. 6, 2006 to Dec. 15, 2006. SPSS 12.0 package was used for data analysis. Factor analysis, $X^2$-test, frequency, percentage, multiple regression analysis were utilized. The results were as follows: 1. The benefits that consumer was seeking from herbal cosmetics could be classified into 9 dimensions; special function, brand, nutritional reinforcement, economy, scarcity, feeling, fragrance, fashion and skin fitness. 2. All of the above benefits sought except economy and fashion had positive impact on consumers' attitude of herbal cosmetics. 3. There was a correlation between types of benefits sought by consumers and their brand selection.

• The Journal of the Korea Contents Association
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• v.11 no.5
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• pp.424-432
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• 2011

Today's wide-spread Internet technology allowed consumers to access much Word-of-Mouth information through an online board. As communication and exchanging information between travelers becomes easier and faster, e-WOM (Electronic Word-of-Mouth) is recognized as one of the most influencing communication methods in today's society. This new trend implies a significant impact to travel industry. This study focuses on interaction between Credibility on e-WOM, brand attitude, WOM acceptance, WOM activity and purchasing intention of travel product. The result of this study suggests: (1) Credibility in e-WOM provides positive effect in brand attitude, (2) Brand Attitude gives positive effect on WOM acceptance, WOM activity and purchasing intention of travel product, (3) WOM acceptance gives positive effect on WOM activity, but it is not effective on purchasing intention of travel product. Regarding e-WOM management of travel agencies through its website or online community, authors would like to argue that travel agencies need to build positive brand attitude based on Credibility in brand, which would lead consumers to positively acknowledge its brand and spread words out to other consumers.

• The Research Journal of the Costume Culture
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• v.29 no.3
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• pp.307-327
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• 2021

This study analyzed the effects of fashion consumers' moral identity and empathy propensity on ethical consumption attitude and donation behavior, and the effect of ethical consumption attitude on donation behavior. The survey was conducted on consumers over the 20s who experienced the donation of fashion products, 384 responses were used for data analysis. The result showed that the internality and symbolism of moral identity had a positive effect on ethical consumption attitudes. The all factors of empathy propensity positively affected eco-friendly oriented consumption, and cognitive empathy and social empathy positively affected boycott oriented consumption. The cognitive empathy, social empathy and relational empathy positively affected community oriented consumption and practice oriented consumption. Furthermore, social empathy and relational empathy positively affected recycling oriented consumption. The eco-friendly, boycott, community, and recycling oriented consumption positively affected temporal donation. The all factors of ethical consumption attitude positively affected emotional donation, and eco-friendly, community, recycling, and practice oriented consumption positively affected material donations. The internality and symbolism of moral identity positively affected temporal and emotional donation, and the symbolism except internality positively affected material donation. The cognitive empathy, social empathy and relational empathy positively affected the temporal donation and material donation. In addition, the all factors of empathy propensity positively affected emotional donation. The results of this study will contribute to the ethical product strategy, marketing, and sustainable development of the fashion industry.