• Human Ecology Research
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• 제51권5호
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• pp.483-495
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• 2013

This study aimed to identify the dimensions of benefits and costs that consumers perceive in utilizing locationbased applications (LBAs) on smartphones, and to distinguish consumer groups according to their perceptions of those benefits and costs. A web-based consumer survey was conducted-among consumers who had experience using LBAs. Four hundred participants were 20's to 40's, with 200 women and 200 men. Descriptive statistics, frequency analysis, t -tests, one-way analysis of variance, and cluster analysis were used for data analysis. The findings of this study are as follows: first, LBAs accounted for about 20% of the smartphone apps used by consumers. Second, factor analysis identified the underlying dimensions of the benefits and costs of smartphone LBAs. The underlying dimensions of benefits perceived by consumers were information/economic/convenience, entertainment and personalization. Privacy concerns, lack of trust and lack of behavioral control were the underlying dimensions of the perceived costs of LBAs. Third, ANOVA showed that the perceived benefits and costs of smartphone LBA services differed according to the characteristics of the consumer. Cluster analysis identified three distinctive consumer groups according to the levels of perceive costs and benefits of smartphone LBAs. The three groups were labeled the 'benefit-cost balanced group,' 'cost centered group,' and 'benefit centered group.'

• International Journal of Human Ecology
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• 제14권1호
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• pp.13-27
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• 2013

Consumer perception of the meaning of 'green' and 'green products' as well as how they use green claims (including terms, certifications, and marks) should be examined to help consumers pursue green behavior in everyday life. This study investigates what type of green claims prevail in the Korean consumer market and how consumers perceive the meaning of 'green' and green claims. For these purposes, media analysis, in-context research (shop visit) and a survey were conducted to collect green claims (including green terms and certified/noncertified green marks). Green claims in the consumer market were first summarized and analyzed; subsequently, the most frequently used 7 green marks and 15 green terms were selected to construct a consumer survey questionnaire on consumer perceptions of green claims. An online survey was performed via Embrain and the survey respondents consisted of 500 adult consumers over the age of 20. The field research results showed frequent green claims in the Korean consumer market. However, certified (and hence trustworthy green product information labels) were uncommon in the market. The only green claim widely known and used by consumers was the energy consumption efficiency label. Consumers were interested in the green information label not because it affected their utility cost nor because it was important for environment protection.

• International Journal of Costume and Fashion
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• 제12권1호
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• pp.11-27
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• 2012

This study explores U.S. consumers' perceptions about fashion counterfeit goods and counter feiting and motivations for purchasing and not purchasing those goods. A qualitative research technique utilizing self-administered essay questions was used to collect data. A convenience sample of female college students(N=128) drawn from classes at Midwestern and Southern universities in the U.S. participated in this study. This study found that a majority of consumers tended to perceive that fashion counterfeit goods are merely imitations of the legitimate goods and that counterfeiting is producing and selling fake goods, but a small number of consumers associated those goods with illegally produced goods and illegal practices or violations of intellectual property rights. The major motivations for purchasing counterfeit fashion goods were found to be price/value consciousness, appearance of counterfeit goods, status consumption, availability of the goods, desire for souvenirs, and social(family and peer) influences. In addition, the major deterrents to purchasing these goods were identified as integrity/ethical judgment, poor quality of counterfeit goods, self-image/status, and unavailability of the goods. This study provides policy makers and anti-counterfeit coalitions with information to develop effective educational programs or campaigns to influence consumers' counterfeit fashion purchasing behavior.

• 한국생활과학회지
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• 제22권1호
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• pp.157-166
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• 2013

The purpose of this paper is to develop and test a conceptual model of purchase intentions, positive emotion, and e-servicescape that is defined as the online environment factors that exist during service delivery. Survey research method was used to gather data regarding consumers' perceptions of e-servicescape. Surveys were administered to 681 college students who experienced purchasing fashion products on the Internet. The results showed that e-servicescapes perceived by fashion consumers were composed of three dimensions: (1) Aesthetic appeal, (2) Ambient conditions, and (3) Layout & functionality. These dimensions of e-servicescape influenced consumers to lead positive emotions and purchase intentions. Additionally, positive emotions constituted a key variable for the purchase intention of fashion products during online exchange. The study revealed that consumers' interpretations of online environments exerted a powerful influence over positive emotion and purchase intentions. Also, it strongly endorsed the view that the purchase intentions of customers were linked to the extent to which they feel positive emotions by the e-service provider. This study provides insights into how consumers' interpretations of e-servicescape affect their subsequent positive emotions and ultimately their intentions to purchase. The findings of this study also have numerous implications for both services managers and internet developers related to fashion products.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제14권5호
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• pp.2061-2083
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• 2020

Social commerce, integration of social media and e-commerce, provides potential opportunities for consumers to talk about their ideas and exchange product-related information on online shopping platforms. Given the substantial prospects related to business opportunities and consumers' perceptions, this study explores the factors driving fulfillment of the psychological contract in social commerce platforms. This research proposes, examines, and proves a theoretical model for the post-purchase behavior of the consumers, through an empirical investigation of online questionnaire-based data, gathered from 367 consumers in a cross-sectional setting. Results show that the fulfillment of psychological contract, consumer loyalty, and affective commitment fully mediate the impact of consumer trust on platform and repurchase intention. The level of commitment toward the consumer by the platform is strongly related to the degree of consumer trust, which is reciprocated through re-purchase intentions. This study offers essential theoretical implications with regards to the social exchange theory, attribution theory, and an moderating effect of the platform empathy on consumers' trust-psychological contract fulfillment relationship. Likewise, this research has significant implications for practitioners and managers.

• 복식문화연구
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• 제21권4호
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• pp.546-561
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• 2013

This study investigated how consumers perceive brand image, the consistency between the images of parent brands and extended brands, the consistency of their advertising images, the differences between brand image and advertising image, and how consumers' brand attitudes change based on those differences. An online survey was administered to women in their 20s and 30s who often use cosmetics and are interested in brands. The brands considered in this research were Chanel, Dior, Armani, and Anna Sui, which have extended brands in the clothing and cosmetics areas. In terms of consumers' perception of brand image, it was found that clothing and cosmetic brands were perceived similarly. In addition, significant differences were found in consumers' preferences and purchase intentions of clothing and cosmetic brands, and those whose perceptions of brand image did not change or increased after looking at advertising images had more positive brand attitudes than the group of people who had higher perception of brand image before looking at advertising images. Therefore, in terms of brand extension, it was revealed that the image of a parent brand affected an extended brand, and that the higher was consumers' recognition of brand image through advertising, the more positive was their attitude toward the brand.

• 한국식품조리과학회지
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• 제7권3호
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• pp.37-46
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• 1991

The objectives of the study were to provide the basis for nutrition education for consumers so that they could select nutritious and balanced fast foods and to promote menu items for fast foods franchisers by addressing nutrition and health. Nine franchisers (3 hamburger, 3 noodles and 3 chicken) were surveyed in terms of their nutritional concern for product development, and 360 consumers were interviewed at 36 fast food chains to assess their perceptions of nutrient adequacy of fast foods. The taste of foods was being addressed most when developing menu items in surveyed franchisers but nutrition and variety of menu were being considered least. Hamburger chain franchisers showed greater nutritional concerns in promoting menu items than noodles or chicken chain restaurants. Their nutritional concerns include utilization of nutritional information as promotion of menu item, providing nutrition information of menu item to consumers, and evaluating nutritional balance of their menu items. As a result of INQ evaluation of combined fast food selected by consumers for a meal, the desirable case of both nutritious and adequate in calorie was 14.7%, nutritious but lack in calorie was 44,1%, adequate in calorie was 24.5%, and undernutritious and lack in calories was 21.6%, 45.7% of snack selected by consumers had more calories than needed for a meal.

• 유통과학연구
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• 제16권8호
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• pp.51-61
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• 2018

Purpose - To active the Korea kimchi distribution, this study aims to investigate the effect of Korea national image and kimchi image on kimchi purchase intention. this study suggest the strategies for kimchi export to China by examining how the Chinese perceptions of Korean kimchi. Research design, data, and methodology - For this study, empirical analysis was conducted based on survey results. A questionnaire was distributed to a total of 400 Chinese consumers. Of these, 280 were collected and 278 were used for statistical processing, excluding 2 that were found to be unsuitable for analysis. This study was performed by the regression analysis using the spss24 statistical program. Results - As a results, It was not significant that the Chinese consumers' familiarity on the Korea image will have a positive effect on their kimchi purchase intention. On the other hand, the kimchi/Korean food image of Chinese consumers' will increase their kimchi consumption experience. Conclusions - The Chinese consumers' positive image on kimchi/Korean food in terms of the unique characteristics of kimchi, health aspects and preference of kimchi is positively influenced when they have higher image on Korea related to its national characteristics, and that of the higher image for Korea has a positive effect on kimchi purchase intention.

• 동아시아식생활학회지
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• 제26권4호
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• pp.285-296
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• 2016

This study was conducted to obtain a better understanding of American green tea consumers for increasing Korean green tea sales in the US market. In doing so, this study investigated green tea choice attributes of US consumers and segmented them based upon their perceptions about important attributes of green tea. A factor-cluster segmentation approach was used for this study. An exploratory factor analysis identified five green tea choice motives: 'Sensory', 'Diet', 'Price', 'Health', and 'Brand'. Based upon these five choice attributes, cluster analyses classified all respondents into four homogeneous subgroups: 'Highly motivated', 'Taste/Price oriented', 'Health oriented', and 'Brand oriented'. Cross-tab tests proved that green tea consumption and purchasing patterns were significantly different among the four clusters. In particular, two cluster groups representing 'Highly motivated' and 'Health oriented' groups were found to offer the most utility for further American green tea market segmentation research. Findings show that American green tea consumers include a wide range of age groups and they usually buy green tea at grocery markets. Managerial implications for all cluster groups based upon their unique characteristics are provided. Korean green tea companies can apply these findings in order to develop more effective and efficient marketing strategies to attract American consumers to buy more Korean green tea.

• 한국의류학회지
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• 제37권8호
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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.