• 유통과학연구
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• 제19권2호
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• pp.15-24
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• 2021

Purpose: The research is to find out the perception of consumers for the convenience store (c - store) image in an emerging market, with a sample from Ho Chi Minh City. Research design, data, and methodology: Data were collected using a 24 - item structured questionnaire into six factors, namely: store atmospheric, merchandise, supplementary service, customer convenience, sales personnel, promotion. Five hundred consumers shopped at the different c - stores were collected for a multidimensional scaling technique that creates a perceptual map illustrating of c - store image. Results: The results point out that consumers' perception of a different c - store is different. The trend of c- stores are focusing on the dimensions of the function aspect. The customers also put their attention on the psychological dimension, which, in this case, is customer convenience with a sharp point. Almost all stores are bad on store atmospheric in customer- based. Conclusions: The modern retail store chains need to focus on elements to create a store image positioning and improve the perceptions of the consumers towards the store. Besides, customers not only visit the stores, not due to its convenient location, mass media or shopping experience, but also a strong identity for the store's brand image.

• 융합경영연구
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• 제8권3호
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• pp.9-21
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• 2020

Purpose: Previous literature shows that a price promotion serves as a negative cue of product quality especially when consumers have no additional information about the product's other attributes. In this research, we explore how the effect of price promotions on consumers' perceptions of product quality changes depending on their ability to compare promoted product attributes with competitive products' attributes. Research design, data and methodology: Specifically, we use a series of scenario-based lab experiments using different types of products and explore if attribute alignability among competing products in a consumer's choice set influences consumers' ability to compare the product attributes and perceived quality. Results: Our study findings show that high attribute alignability among products makes consumers easier to compare the product attributes and thereby focus more on non-price information than price information. We also show that attribute alignability serves as a moderator and decreases perceived quality when the promotion level is higher. Therefore, the attribute alignability weakens the negative impact of a price promotion on consumers' perceived product quality. Conclusions: Our study findings provide new insights on how to implement price promotion strategies while keeping products' perceived quality, by considering the product's relationships with competing products in a choice set.

• 복식문화연구
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• 제29권1호
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• pp.1-15
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• 2021

The Internet of Things (IoT) has gained enormous popularity in various fields of industry. An IoT shopping environment is considered an effective tool for convenient use by consumers. Perceived values (including convenience and privacy risks) of IoT shopping can be the main factors that influence consumers' shopping intentions. The current study proposed a research model based on a value-based adoption model, which integrated perceived benefit and sacrifice, shopping attitude, and shopping intention in an IoT shopping environment. As potential customers, participants in their 20s and 30s were recruited through a marketing research firm. Responses collected via an online questionnaire validated the proposed research model and hypothesis. The results confirmed significant, positive relationships between perceived benefit, including both remote control and access convenience, and consumers' positive attitudes toward IoT shopping. The association between perceived privacy risk and consumers' shopping attitudes was not significant. The indirect effects of two benefits of IoT shopping on shopping intention were also significant and positive. From a practical perspective, this study can help marketers and service providers manage their IoT shopping platforms or applications more effectively to attract consumers. The implications and limitations of this study are discussed. Directions for future research and development of IoT shopping environment are suggested.

• 한국유기농업학회지
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• 제29권4호
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• pp.485-505
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• 2021

This study investigated consumers' perceptions and willingness to pay (WTP) for fruit and vegetables grown using renewable energy such as solar power, geothermal, waste heat from incinerators, hot water from thermal power plants. To this end, this study conducted an online survey of 1,050 consumers in Seoul, Gyeonggi, and the six metropolitan cities, and the main findings are as follows. First, most of the consumers perceived climate change as a serious problem, and 82.8% recognized the government's declaration of carbon zero was appropriate, which means that the government's active response to climate change is important. Second, on the pros and cons of the use of renewable energy when cultivating fruits and vegetables, opinions in favor of solar power were the highest, followed by geothermal heat, waste heat from waste incineration plants, and thermal power generation hot drainage. Third, at least 28.0% to 41.7% of consumers were willing to purchase fruits and vegetables using renewable energy more expensive than fruits grown using fossil energy such as kerosene. This means that the fruit and vegetable market using renewable energy is valuable as a niche market.

• Asian Journal for Public Opinion Research
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• 제9권2호
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• pp.161-187
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• 2021

To address threats to the natural environment, the government in Pakistan has banned the use of plastic bags for shopping. The concept of governmentality presented by Michel Foucault explores the techniques of governance and defines law not just as the manifestation of sovereign power but also as a technique of governance involving a range of organized practices designed to shape mentalities to achieve certain desired ends in subjects which claim to be for the welfare of the population. The present study explores the perceptions of the consumers regarding the rationality of the government behind the ban and also highlights the effectiveness of the use of law as a technique of governance. A qualitative approach was used by conducting fifteen interviews with young consumers selected through convenience sampling. The findings suggest that the rationality of the government behind the ban was received well by the consumers and the ban was viewed as a positive and pro-environmental step. The use of law as a technique of governance also proved to be effective in the said case because the people did not perceive the law as coercive despite the radical change it brought to their shopping practices. The present study contributes to the development of the theoretical understanding of governmentality and its sub-concept of the use of law as a technique of governance.

• 한국의류학회지
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• 제46권1호
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• pp.116-131
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• 2022

This study used text mining to analyze big data to understand consumers' demand for and perceptions of fashion masks. Based on the text-mining analysis results, a survey was conducted with those living in Korea to investigate the influence of consumers' mask selection criteria on mask brand awareness and purchase intention for fashion masks. "Fashion mask" and "functional mask" were used as the keywords in a text-mining analysis, and an online survey of 242 respondents was conducted. The analysis results were as follows: First, the text-mining analysis extracted commonly appearing words that had a high frequency and TF-IDF, such as "COVID-19," "fashion," "celebrity," "antibacterial," and "filter." This confirmed that during the COVID-19 pandemic, consumers have demanded masks that are both functional and fashionable. Second, among consumers' mask selection criteria, trend and design had positive effects on face-mask brand awareness. Third, face-mask brand awareness had a positive effect on the purchase intention for both brand and fashion masks, and the purchase intention for brand masks had a positive effect on the purchase intention for fashion masks.

• 한국의류학회지
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• 제47권4호
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• pp.729-742
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• 2023

This two-part study explores the changes in the types of perceived value and consumption channels for vintage clothing and the relationship between the two variables. In Study 1, we used text mining with the keyword "fashion+vintage." Emotional value was the most frequently mentioned, and environmental value increased the most. We also revealed an increasing trend in online channels for vintage clothing consumption. In Study 2, we analyzed 30 interviews with consumers who had purchased vintage clothing through online channels. We identified 7 attributes and 20 goals for vintage consumption online and pinpointed three strong connections. First, consumers reported high levels of service satisfaction due to the usefulness of algorithms. Second, the authenticity and heritage information available through online and mobile channels were associated with consumers' perceptions of value related to financial benefits. Third, consumers sought to find rare products through online channels, leading to a strong influence on their sense of achievement. Overall, this study proposed ways to increase the value of vintage clothing perceived by consumers through consumption online.

• 식품보건융합연구
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• 제10권4호
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• pp.1-8
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• 2024

This study investigates the impact of servicescape elements in franchise fast food restaurants on the attitudes and revisit intentions of Generation MZ. Employing a mixed-methods approach, we surveyed 231 MZ consumers across five major urban centers. Our findings reveal that ambient conditions, spatial layout, and technology integration significantly influence MZ consumers' perceptions and behaviors. Specifically, sustainability-oriented design, customizable spaces, and seamless digital integration emerged as key drivers of positive attitudes and increased revisit intentions. Furthermore, we identify important generational differences, with Gen Z placing higher importance on Instagram-worthy aesthetics and contactless service options compared to Millennials. This research contributes to servicescape theory by proposing a novel framework tailored to MZ consumers in the fast food context. It offers practical implications for franchise operators seeking to attract and retain this crucial demographic. Our study highlights the evolving preferences of younger consumers and underscores the need for adaptable servicescape strategies in the fast food industry. The results suggest that franchises investing in environmentally conscious designs, flexible spaces, and cutting-edge technology are likely to see improved customer satisfaction and loyalty among MZ consumers. Future research could explore the long-term effects of these servicescape elements on brand perception and market share within the competitive fast food landscape.

• Asia Marketing Journal
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• 제15권1호
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• pp.83-105
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• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.

• Journal of Nutrition and Health
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• 제56권3호
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• pp.330-347
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• 2023

Purpose: This study identified words closely associated with the keyword "dietary supplement" (DS) using big data in Korean social media and investigated consumer perceptions and trends related to DSs before (2019) and after the coronavirus disease 2019 (COVID-19) pandemic (2021). Methods: A total of 37,313 keywords were found for the 2019 period, and 35,336 keywords were found for the 2021 period using blogs and cafes on Daum and Naver. Results were derived by text mining, semantic networking, network visualization analysis, and sentiment analysis. Results: The DS-related keywords that frequently appeared before and after COVID-19 were "recommend", "vitamin", "health", "children", "multiple", and "lactobacillus". "Calcium", "lutein", "skin", and "immunity" also had high frequency-inverse document frequency (TF-IDF) values. These keywords imply a keen interest in DSs among Korean consumers. Big data results also reflected social phenomena related to DSs; for example, "baby" and "pregnant woman" had lower TD-IDF values after the pandemic, suggesting lower marriage and birth rates but higher values for "joint", indicating reduced physical activity. A network centered on vitamins and health care was produced by semantic network analysis in 2019. In 2021, values were highest for deficiency and need, indicating that individuals were searching for DSs after the COVID-19 pandemic due to a lack an awareness of the need for adequate nutrient intake. Before the pandemic, DSs and vitamins were associated with healthcare and life cycle-related topics, such as pregnancy, but after the COVID-19 pandemic, consumer interests changed to disease prevention and treatment. Conclusion: This study provides meaningful clues regarding consumer perceptions and trends related to DSs before and after the COVID-19 pandemic and fundamental data on the effect of the pandemic on consumer interest in dietary supplements.