• 디지털융복합연구
• /
• 제15권4호
• /
• pp.549-554
• /
• 2017

본 연구는 중국여성들의 복합적 구매성향에 따른 한국 화장품의 구매 행태와 만족도를 알아보고자 중국 대도시 3곳에 거주하는 20~50대 여성 319명을 대상으로 설문조사를 진행하였다. 설문은 선행연구를 바탕으로 재구성하여 총45문항으로 구성하였다. 연구 결과 합리적 구매성향은 40대 이상의 연령과 기혼일수록 높은 경향을 보였고, 충동적 구매성향은 30대에서 가장 높게 나타냈다. 지역별로는 두 성향에 따른 큰 차이를 보이지 않았고, 구매 성향에 따른 화장품 구매 시 구매기간, 구매횟수, 구매비용에서 통계적으로 유의미한 차이를 나타냈다. 또 화장품 구매 만족도는 구매성향과 정의 상관이 있었고, 합리적 성향이 높을수록 편이추구 구매행태를, 충동적 성향이 높을수록 유행지향 구매행태를 나타내었다. 이상의 결과에 따라 국내 화장품 회사가 제품에 대한 신뢰와 고객관리서비스를 뒷받침한다면 중국 여성 소비자들의 구매 형태에 따른 만족도를 극대화 시킬 수 있으며, 충동적 소비성향을 보이는 연령의 고객을 대상으로 차별적 마케팅 전략을 수행한다면 중국뿐 아니라 동남아를 향한 뷰티 시장의 활성화에도 큰 도움이 될 것으로 생각된다.

• Asia Marketing Journal
• /
• 제14권3호
• /
• pp.27-48
• /
• 2012

Temperature and weather are all around us, quite literally. Furthermore, temperature and weather not only permeate our atmosphere, constantly affecting our visceral states of warmth and coldness, but they metaphorically permeate our language. People, products, and ideas can all be "hot" or "cold." Given this ubiquity, it is perhaps surprising that relatively little research has systematically examined the influence of temperature on choice and judgment. Temperature-related words such as "hot" and "cold" are often used to describe impulsive and calculated behaviors, respectively. These metaphoric connotations of thermal concepts raise the question as to whether temperature, psychological states and decision making are related to each other, and if so, how. The current research examines these questions and finds support for a relationship. Across one field study and one laboratory experiment, I demonstrate that both hot ambient room temperature (Spa) and hot temperature primes (words) trigger decision outcomes in line with the metaphoric association between hot temperature and impulsivity. In the field study, participants were recruited in hot (40-50 degrees Celsius) and cold (10 degrees Celsius) rooms at a spa. Participants were simply asked to indicate their willingness-to-pay (WTP) for three product categories (travel package, birthday dinner, and cell phone). The results showed that participants in the hot room in comparison to those in the cold room were willing to pay more for the same products. Next, I tested if our results would go beyond ambient temperature and would hold if I were to prime temperature concepts by using a different priming method (i.e., subliminal vs. supraliminal). In line with the previous findings in the spa, participants in the hot priming condition were more likely to choose the wrong answer for the bat and baseball question than those in the cold priming condition. In addition, product type (e.g., pleasure vs. necessity) can moderate the effect of hot temperature on impulsivity. Mood and arousal did not mediate participants' responses. My findings seem to suggest that the effects of temperature on decision outcomes can be attributed to metaphoric associations rather than incidental mood or arousal. The current research applies a novel perspective in understanding the relationship between temperature and judgment and decision making. Also, the results have practical implications for packaging, advertising, merchandising, and pricing of goods and services, as well as for public policy and awareness. One of the most natural implications of my findings would be that retailers would be better off carrying more impulse purchase items on hot days. Furthermore, point-of-purchase promotions encouraging impulse purchase is more likely to be effective in retail environments with higher temperature than with lower temperature. In addition, advertisements and product packages evoking hot temperature associations (e.g., beach, sunshine, summer) might lead consumers to pay higher price for the advertised product than those with cold temperature associations.

• 한국생활과학회지
• /
• 제16권2호
• /
• pp.273-283
• /
• 2007

The purpose of this study was to identify consumption behaviors among children and to examine the differences according to sociodemographic characteristics, factors related to allowance, and parents' consumer socialization function perceived by children. The data were collected from 291 elementary school students in Busan. The results of this study were as follows. First, regarding parents' consumer socialization function perceived by children, the level of child's participation and influence in consumption decision-making was the highest, whereas the level of parent-child communication about consumption was the lowest. Second, consumption behaviors among children were identified into 5 groups: impulsive consumption group, rational allowance management group, friend-dependent purchase group, planned purchase group, and effective goods management group. There were significant difference among them according to child's sex, allowance amount, allowance frequency, parents' guidance about allowance usage, parents' check after allowance usage, and 3 categories of parents' consumer socialization function perceived by children. These results imply that consumer education for parents should be developed and activated to improve consumer socialization function of parents.

• 대한가정학회지
• /
• 제35권1호
• /
• pp.357-372
• /
• 1997

The purpose of this study was to 1) segment female adolescent consumers into consumer groups displaying different consumer decision-making styles 2) to determine the consumer characteristics(clothing involvement information search store patronage and demographic variables) that related to each consumer segment and 3) to identify the interrelationship between the consumer characteristics. Decision-making styles were measured by 32 seven-point Likert type scales adapted from Sproles & Kendall and Shim & Kot A total of 78 statements dealing with three aspects of consumer characteristics was adapted from previous research. Data were collected from 567 2nd grade female middle and high school students in Seoul via self-administered questionnaires. and were analysed by frequency factor analysis ANOVA cluster analysis χ2 -test and Duncan's multiple range test. The results of this study were as follows: As a results of cluster analysis and ANOVA on seven factors of desion-making styles(1. brand-consiousness 2. novelty/fashion-consciousness 3. recreational/hedonis-tic orientation, 4. impulsive/carelessness, 5. price-consciousness/value-for-money, 6. perfectionism/high quality orientation 7. habitual/brand-royal consciousness) three consumer groups were identified and labeled as puality-oriented/non-utlitarian shoppers price-oriented shoppers and apathetic shoppers. Quality-oriented/non-utilitarian shoppers showed the highest clothing involvement scores of all aspects the highest consumer knowledge/experience most active ongoing information search and prepurchase information search. They preferred department store and franchise store for apparel shopping and considered service/reliability atmosphere variety of goods as important store attributes, Price-oriented shoppers showed prepurchase information search and planned purchase behavior actively. They preferred factory outlet store specialty stre and considered price very important as store attributes. Apathetic shoppers showed the lowest scores of all aspects of clothing involvement and most passive behavior in information search activities except showing the highest planned purchase. They preferred regional markets.

• 한국산학기술학회:학술대회논문집
• /
• 한국산학기술학회 2012년도 춘계학술논문집 1부
• /
• pp.304-306
• /
• 2012

최근 들어 온라인 쇼핑몰과 SNS(Social Network Service)가 결합한 새로운 쇼핑방식인 소셜쇼핑(social shopping)과 소셜커머스(social commerce)가 핫이슈가 되었다. 소셜커머스는 이전에 존재하지 않던 수요를 창출해 낼 수 있다는 점에서 공동구매와는 전혀 다른 새로운 상거래방식이다. 소셜커머스는 50% 이상의 가격할인율과 특정 거래조건(품목, 거래가능 시간, 사용기간, 물량 등)의 제약을 통해 관심의 경제(economy of attention)를 극대화한 수익모델이라 할 수 있다. 본 연구에서는 소셜커머스에서 가격할인과 소비자들의 제품에 대한 지각된 위험은 충동구매에 어떤 영향을 미치는지에 대해서 검토하고자 하였다.

• 한국의류산업학회지
• /
• 제14권1호
• /
• pp.48-55
• /
• 2012

The purpose of this study was to review the results of previous researches related to cognitive age and to verify variables related to cognitive age. Using the key words of cognitive age, subjective age, self-perceived age and age difference from major academic databases in Korea (KISS), the related research articles were collected and analyzed. The results of this study were as follows: First, educational level and marital status were related to cognitive age but its relationship to the other demographic variables were inconsistent. Second, self-esteem and life satisfaction were associated with cognitive age. Third, consumer behavior such as information-seeking behavior, impulsive buying orientation and brand sensitivity and clothing behavior such as apparel shopping orientation and fashion leadership were related to cognitive age.

• 한국의류학회지
• /
• 제38권1호
• /
• pp.87-96
• /
• 2014

E-shopping is traditional method to purchase products in a modern society. Fashion products are one of the most popular product categories sold and impulsively bought online. This study examined the causal relationship of shopping value, positive emotion, urge to buy impulsively, and e-impulse buying in the context of shopping for apparel products. A self-administered questionnaire developed from the literature was administered in class to 501 female college students in Busan. AMOS 21.0 estimated the structural equation model of e-impulse buying using a correlation matrix with a maximum likelihood. The analysis of the data supported most of the predictions. The results suggested that consumer shopping values (hedonic shopping value and utilitarian shopping value) had a positive effect on positive emotion; in addition, positive emotion urge to buy impulsively directly affected the e-impulse buying of apparel products. In the structural model, e-impulse buying of consumers can be predicted by the attitudinal component (e.g., shopping values), emotional factors (e.g., enthusiastic or proud), and the urge to buy impulsively felt by young consumers. There are implications that both positive emotion and impulsive buying are important predictors for the e-impulse buying of apparel products by consumers. Moreover, the urge to buy impulsively was an important mediator to determine the e-impulse buying of apparel products. This study provides insight to retailers and researchers to understand the structural relationship of consumer characteristics and the e-impulse buying of apparel products.

• 벤처창업연구
• /
• 제6권3호
• /
• pp.1-18
• /
• 2011

본 과학기술 출판 산업은 전반적으로 판매 감소 추세를 보이는 것이 2000년대부터 확연히 하향 곡선을 긋고 있다. 원인은 순수과학이든 기술과학이든 간에 이공계 기피현상, 매스 미디어 발달, 인터넷 접속 빈도수가 잦아짐에 따라 활자 인쇄문화는 쇠퇴일로에 있다. 그럼에도 불구하고 본 연구자는 과학기술 도서 중 자동차분야만큼은 필생의 목적사업으로서 이 연구를 하게 된 근원적 발상에서 출발하였다. 이를 위해 마케팅만이 기업의 생사여탈을 쥐고 있는 만큼 최종 소비자인 자동차 현장인들과 관련 학생 집단에서 전문서적 구매의사 결정시에 미치는 요인들은 무엇일까를 논제로 잡았다. 이것들은 전문출판사의 사활에 커다란 영향을 미칠 것으로 사료되기 때문이다. 본 연구는 이론적 측면에서 본 과학기술도서, 한국과 일본의 과학기술출판 현황 그리고 실제 전문도서 구매자들의 심리와 행동결과를 5단계 리커트 척도법으로 분석하였다. 연구 결과 자동차를 전공하게 된 동기와 비전에서는 '평소에 차를 좋아했기 때문'이며 이 분야가 앞으로 '비전' 있다고 나타났다. 문제인식단계에서는 '반드시 필요할 때'이고 정보탐색단계로는 '광고, 친구, 교수, 인터넷 등'에서 정보를 얻는다는 것이다. 대안평가단계에서도 '발행일자와 제목'을 중시 여기고 구매결정단계로는 '즉시 구매한다' 는 것이다. 또한 개인의 특성인 연령과 근무 경력에 따라 정보탐색이나 대안평가 그리고 구매 후 평가과정 등은 나이가 많을수록 신중한 선택을 한다고 나타났다.

• 한국과학예술포럼
• /
• 제31권
• /
• pp.105-118
• /
• 2017

본 연구는 비즈니스 분야에서 폭넓게 활용되는 판매촉진 활동의 효과성과 소비자의 행동심리를 이해하기 위해 시작되었다. 다양한 선택권을 지닌 합리적인 참관객이 판매촉진 활동을 통해 상품을 접하더라도 구매를 하지 않거나, 오히려 부정적인 영향을 미치는 현상이 빈번해짐에 따라 판매촉진 활동을 접한 소비자의 구매의사 과정에 대한 학문적 접근이 필요하다. 본 연구는 참관객의 행동심리를 연구하기 위해 행동예측변수인 지각된 행동통제를 조절요인으로 활용하여 판매촉진 활동이 구매의도에 미치는 영향관계에서 참관객의 구매의사결정에 미치는 요인을 파악하고자 한다. 이에 따라 연구의 목적은 전시참가업체의 다양한 판매촉진 활동이 구매의도에 미치는 영향관계에서 지각된 행동통제의 조절효과를 파악하는 것이다. 본 연구 목적을 수행하기 위해 2016년 11월 17일~19일 3일간 부산 BEXCO에서 개최되는 국제게임전시회 지스타 2016의 전시 참관객을 대상으로 305부의 설문지를 배포, 회수하여, 총 259부를 유효 표본으로 연구를 시행하였다. 연구 결과 및 내용은 다음과 같다. 첫째, 판매촉진 활동이 구매의도에 미치는 영향관계에서 현실도피, 가격할인, 오락, 교육 판매촉진 활동이 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 판매촉진 활동이 구매의도에 미치는 영향관계에서 통제지각의 조절효과를 살펴본 결과, 통제지각이 조절작용을 할 경우 가격할인과 교육 판매촉진 활동이 구매의도에 영향을 미치는 것으로 나타났다. 셋째, 판매촉진 활동이 구매의도에 미치는 영향관계에서 지각된 능력의 조절효과를 살펴본 결과, 지각된 능력이 조절작용을 할 경우 현실도피와 오락 판매촉진 활동이 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 참관객은 스스로 인지하는 구매능력과 구매 이후 얻게 될 혜택에 대한 인지에 따라 판매촉진 활동의 효과성이 달라지는 것으로 나타났다. 이러한 연구를 바탕으로 참관객의 성향에 따라 보다 다양한 판매촉진 활동의 개발 및 적용이 필요할 것으로 기대된다.

• 복식
• /
• 제25권
• /
• pp.171-181
• /
• 1995

The purpose of this study was to evaluate the display as an information source use, and to find out the reaction of adult women to dis-play and perceived risk and influence of it in apparel buying. 511 college students, housewives and work-ing women living in Masan, Jinju and Sam-chunpo were selected as samples for this re-search. The result of this research can be sum-marized as follows : 1. Display was in the second place as infor-mation sources use exercising influence on ap-parel buying. The most important imformation sources use was the apparels of other persons. The other's apparels provide valuable aid as an imformation sources use for housewives, and display are important for college students and working women. 2. The ways of response were different ac-cording to the sample. Working women said that looking at the display gives pleasure to them, and they were attracted to sight of dis-play and housewives usually walk into the dis-play room. The point of interest in display were also different according to the samples. 3. All respondent said they perceived some kinds of risks in display. Howsewives reco-gnized social and psycological risk and working women recognized the economic risk and fashionability loss. 4. In apparel buying, college students showed impulsive purchase, but housewives and working women made comparision with other shopping place before they buy it.