• 한국산림과학회지
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• 제96권2호
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• pp.183-188
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• 2007

This study was carried out to examine the perceptions of consumers and forest product manufacturers in South Korea about forest certification and to identify their willingness-to-pay for certified products by personal interviews. Sixteen percent of interviewees knew and heard about forest certification. However, fifty-six percent of interviewees had an intention to participate in forest certification system. The consumers' group can be described in relative terms as the male of 30 age bracket. The average price premium charged to consumers was higher than one paid to manufacturers, and thus manufacturers are willing to include the additional costs for certified products.

• Journal of the Korean Data and Information Science Society
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• 제23권2호
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• pp.365-374
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• 2012

Weather derivatives designed to manage casual changes of weather, as opposed to catastrophic risks of weather, are relatively a new class of financial instruments. There are still many theoretical and practical challenges to the effective use of these instruments. The objective of this paper is to develop a pricing approach for valuing weather derivatives and presents a case study that is practical enough to be used by the risk managers of electrical utility firms. Utilizing daily average temperature data of Guangzhou, China from $1^{st}$ January 1978 to $31^{st}$ December 2010, this paper adopted a univariate time series model to describe weather behavior dynamics and calculates equilibrium prices for weather futures and options for an electrical utility firm in the region. The results imply that the risk premium is an important part of derivatives prices and the market price of risk affects option values much more than forward prices. It also demonstrates that weather innovation as well as weather risk management significantly affect the utility's financial outcomes.

• Asia pacific journal of information systems
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• 제33권2호
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• pp.318-341
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• 2023

Mobile TV refers to the service that provides live broadcasting and video-on-demand content through a mobile device. In addition to the advertisement as the early-stage revenue model, the paid subscription model has emerged as a more sustainable revenue source for mobile TV services. In this study, with the surveys of 450 free mobile TV users, we examine the motivational factors influencing their intention to adopt a paid subscription model. Results show that three extrinsic motivations, price fairness, subjective norm, and mobile TV utilization, are positively associated with free users' paid subscription intention. In contrast, intrinsic motivations, such as hedonic need, spatiotemporal convenience, and self-efficacy, have no significant influence on the intention. We also found that the expected value is positively associated with attitude toward mobile TV service, also positively influencing the paid subscription intention.

• 디자인학연구
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• 제16권3호
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• pp.421-430
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• 2003

유통선진국인 미국, 유려 등지에서는 이미 오래 전부터 자체브랜드 상품이 발달하여, 미국 슈퍼마켓의 자체 브랜드 상품의 매출은 전체 판매의 20%, 유럽 소매업체의 식품소매 매출 중 자체 브랜드 상품의 비중은 30%를 초과하고 있다. 최근 국내 유통업계의 비약적인 성장과 함께 스토어 브랜드 상품의 시장 점유율과 매출액도 꾸준히 증가하고 있다. 이러한 유통업의 성장을 반영하듯 할인점, 슈퍼마켓 등의 오프라인뿐만 아니라 인터넷 쇼핑몰과 홈쇼핑 등 온라인 업체들까지 자체 브랜드 상품을 도입하는 추세에 있다. 이와 같이 스토어 브랜드 상품 판매가 증가하고 있지만 소비자가 왜 스토어 브랜드를 구입하는지, 이에 대한 문제점과 앞으로의 방안의 마련 등 관련 분야의 연구는 매우 미흡한 실정이다. 본 연구를 통하여 스토어 브랜드 상품 패키지의 현황을 파악하고, 소비자 설문조사를 통하여 소비자 측면에서 본 패키지의 문제점과 미래의 스토어 브랜드 패키지의 방안을 살펴보았다. 스토어 브랜드 패키지는 단지 자체 라벨(private label)이 부착된 저렴한 상품이라는 개념에서 벗어나 소비자에게 스토어의 이미지를 강하게 전달하고자 하는 차별화 계획(total identity program)의 일부분으로서 다루어져야 하며, 상품의 우수한 질과 적절한 가격(reasonable price)이 결합됨으로서 스토어 브랜드의 판매 성장에 기여하는 중요한 역할을 하게 될 것이다.

• 동아시아식생활학회지
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• 제24권6호
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• pp.915-923
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• 2014

This study investigated organic coffee choice motives from a coffee shop market segmentation perspective in order to understand the potential importance they may have upon attitudes and behavioral intentions to buy organic coffee. A factor-cluster segmentation approach was used for this study. An exploratory factor analysis identified five organic coffee choice motives: 'Sensory', 'Environment', 'Trust', 'Health' and 'Price'. Based upon these five choice motives, cluster analyses classified all respondents into three homogeneous subgroups: 'Highly motivated', 'Moderately motivated' and 'Unmotivated'. Analysis of variance tests indicated that attitudes and intentions to purchase organic coffee were significantly different among the three clusters. In particular, two cluster groups representing 'Highly motivated' and 'Moderately motivated' were found to offer the most utility for further organic coffee market segmentation research. Especially, due to perceptions about high price premium of organic coffee, the 'Moderately motivated' group had higher positive attitudes, although, their intentions to buy organic coffee were not higher than those of the 'Unmotivated' cluster. Findings support previous research propositions that high price could be the strongest barrier for people to purchase organic products including the organic coffee business context. This will assist to market and promote pricing strategies for caf$\acute{e}$s and restaurants to optimize organic coffee sales revenue. Implications for all cluster groups regarding unique socio-demographic characteristics and behavioral intentions are discussed. Organic coffee marketers can apply these findings towards the development of effective target market strategies.

• 한국의상디자인학회지
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• 제17권4호
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• pp.117-129
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• 2015

This study is to find out the changes and features of male consumers' life style and purchase tendency according to the change of Korean fashion market, and based on which to suggest the design for the 20s men as well as a proper distribution channel for it. Documentary research and investigation were done together for the study. By reviewing documents focused on previous studies and declaring the change of men's fashion shopping tendencies and the following changes and features of their fashion sense and styles a conceptional frame for a design suggestion was presented. Ways to investigate were men's wear collection research, Q-technique. First of all, they tend to boldly reduce unnecessary purchases and do not hesitate to focus on the wanted item, expanding the trend of 'value purchase.' Secondly, men's wear use various design elements with feminine images, while the materials, colors and design expressive techniques that have been exclusively used for women's wear, began to be applied to men's one, turning them into gentle styles with womanhood is stressed. Thirdly, Korean distribution channel is rapidly diversified from departments to new-concept ones such as multi-brand stores. Especially, displaying and selling various optional products, multi-brand stores lead such diversification of fashion distribution channel. Fourthly, features of the drapery types favored by the 20s men are that they like no-chromed dark or blackish colors with fixed structure and partially-applied drapery on the clothes. Fifthly, it turns out that men in their 20s set a premium on design and price while they buy clothes. In addition to that, they buy clothes mainly during discount period and displayed much bigger satisfaction for the purchase on discounted price that those on normal price.

• 한국의류산업학회지
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• 제8권4호
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• pp.413-419
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• 2006

This study was performed to analyze the wearing practice and the purchasing characteristics of jeans in order to offer basic data to produce superior jeans made of denim with small flexibility and to improve the wearing comfort. The questionnaire were 236 Korean women from the age of 10th to 50th. For data analysis, descriptive analysis and crosstabs were used. The results were as follows, in the purchasing characteristics, when the women of 10th to 30th decided to purchase jeans they considered fashion, design and price rather than wearing comfort. But the women of 40th to 50th considered that wearing comfort is the most important factor. The 10th is found the best preferred jean is wide straight style, the 20th is straight style, the 30th is boots cut style and the 40th to 50th is straight style. In wearing practice, there was a difference among age groups on the region that felt uncomfortable when wearing jeans. As the age increases, the abdomen size also increases. Most people answered that they mend jeans after purchase for length, without any relation with age. The reason why consumers prefer jeans with middle length between the crotch and waist and also purchase jeans with a short length is because they look refined and neat. This informs us that the short length between the crotch and waist does not match with ease and comfort, which are the images of jeans in the past. Recently premium jean brands are competing to show Low Rise Jeans, which seems like a Premium Jean=Low Rise Jean formula is created. Some manufacture companies are recklessly copying foreign designs that does not fit Korean's body shape. However, as mentioned in this study results, there is a clear difference between designs that they think consider as aesthetic and functional. Therefore, it is considered necessary for developing designs for jeans that can satisfy both aesthetic appreciation and functions for Korean consumer's body shape and each age group.

• 한국의류산업학회지
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• 제16권2호
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• pp.228-234
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• 2014

The purpose of this study is to analyze the differences in fashion attitudes between adolescents and the parents of adolescents. 562 adolescents and 163 parents' responses in South Korea are used for the analysis. Survey questionnaires specifically designed for the adolescents and parents are used to compare the differences of the two populations. The results suggest that adolescents and parents in South Korea have different evaluation values for adolescents' fashion goods and school uniforms. The Adolescents placed a premium on 'Comfort' and 'Design' for fashion goods and school uniforms. However, the parents placed a premium on 'Practicality' and 'Price' values for fashion goods and school uniforms. The school uniform items which were most accepted in Korean middle and high schools need the change in composition of items for four seasons. In purchasing behavior, the adolescents answered that they have more than one item of preferred fashion brand. The Korean adolescents prefer famous sportswear brand like Nike, Adidas and etc. The fashion market for adolescents in Korea is closely related with the parents in shopping behaviors. The comparison of the fashion attitude between parents and their children is more practical method for developing the adolescents' fashion items and young fashion market.

• 한국융합학회논문지
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• 제11권3호
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• pp.171-179
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• 2020

초 연결시대를 가능하게 한 미디어 기술은 사람들이 활용하는 커뮤니케이션 텍스트의 양상을 바꾸고 있다. 기업에서 활발하게 사용하고 있는 광고텍스트는 스토리텔링과 스토리두잉이다. 이 두 가지 광고텍스트는 사람들의 감정을 유발하고 참여행동을 형성하는데 매우 효과적이다. 사람들의 사고유형도 설득에 영향을 미친다. 광고텍스트유형과 소비자의 사고 형식에 따른 연구결과는 다음과 같다. 우선 소비자의 광고에 대한 태도의 경우는 종합적 사고유형이 분석적 사고의 틀보다 더 긍정적인 것으로 밝혀졌다. 분석적 사고에서는 스토리텔링 광고텍스트가 더 호의적인 반응을 유도하였고, 반면에 종합적 사고에서는 스토리두잉 광고텍스트가 효율적인 것으로 나타났다. 이와 같은 결과는 프리미엄 가치 지각, 프리미엄 가격 지불의향 그리고 재구매의도에서도 동일하게 나타났다.

• 문화기술의 융합
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• 제10권1호
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• pp.253-259
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• 2024

소비자 관점에서 친환경 소비는 여전히 다양한 심리적 불편함을 유방할 수 있는 주제로서, 심리적 불현함은 부정적인 소비자 심리 메커니즘을 통해 친환경 소비 의사를 낮추는 작용을 할 수 있다. 본 연구는 친환경 제품에 대한 심리적 불편함이 이들이 해당 친환경 제품에 대해 갖는 추가가격 지불 의향에 미치는 영향력을 분석했다. 또한 이러한 관계에서 소비자의 제품군 관여가 갖는 조절효과를 분석했다. 총 407명의 미국 소비자들을 대상으로 진행된 온라인 설문에 의해 얻어진 소비자 응답 데이터를 바탕으로 한 통계적 분석 결과, 친환경 소비에 대해 갖고 있는 사람들의 심리적 불편함의 정도는 이들이 친환경 제품에 대해 갖는 추가가격 지불 의향에 직접적인 유의한 영향을 미치지는 않으나, 심리적 불편함이 추가가격 지불 의향에 미치는 영향력은 소비자의 제품군 관여 정도에 따라 유의하게 차이가 나는 것으로 확인되었다.