• 한국멀티미디어학회논문지
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• 제24권1호
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• pp.146-154
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• 2021

Conspicuous consumption is often investigated in Korea and consumers purchase a product to publicly display economic power or social status. The existing studies argue that brand loyalty and luxury brand preferences escalate conspicuous consumption, and it is important to identify different visual perception to understand irrational consumers' behavior. Car emblem as brands' visual identity represents the brand's image, mission and message. Irrational consumers thus are expected have different visual perception to the emblem or logo. To understand the impact of irrational consumer behavior on visual perception, this study explored how brand loyalty and luxury brand preferences impact on the visual perception of car emblems between Korean domestic brand and imported brand. This study used eye tracking technology to measure the respondents' attention on an emblem of the cars. Eye tracking tools analyze fixations and measure the attention on a specific area of interests (AOI). This study explored the maintaining time and frequency on AOI, as well as explored the size of pupil to identify the respondents' attention on the AOI. In this experiment, the logos of domestic cars (i.e., Hyundai and Kia) and foreign cars (i.e., Mercedes-Benz and BMW) were swapped to see how irrational consumer behavior impact on visual perception of car emblem.

• 한국식생활문화학회지
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• 제37권4호
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• pp.324-334
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• 2022

This study was conducted to provide basic data for product development and marketing strategies for the Thai home meal replacement (HMR) market, to reflect the changing trends in household sizes in Thailand. The results of analyzing the characteristics and differences of HMR consumption behavior between single-person households and multi-person households in Thailand were as follows: It was found that single-person households use HMR to save money and for the convenience in cooking and preparation. In the preference by HMR type, multi-person households showed a higher preference for all types of products than single-person households. Thai consumers, regardless of their household size, mainly use department stores and large shopping malls to purchase HMR, and they most prefer to get information through Internet advertisements. The shelf life, quality, taste, hygiene, and freshness of HMR were the main considerations for their selection. Based on the results of this study, the Thai market requires the development of HMR products that are reasonable in terms of cost and preparation time. In addition, it is necessary to develop products that can satisfy consumer needs, such as nutritional enhancement and therapeutic foods, products that are organic, eco-friendly, cater to various menus, and address the premium segment.

• 한국식생활문화학회지
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• 제38권3호
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• pp.154-162
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• 2023

This study investigated the awareness and consumption behavior of 118 vegetarians and omnivores toward plant-based dairy alternatives. The preference and choice attribute questionnaires were compared. Significant differences were obtained between the two groups when considering the purchase experience, preference, and selection attributes of plant-based dairy alternatives. Vegetarians had more experience purchasing plant-based dairy alternative products. In both groups, environmental and animal protection were the major factors that influenced the highest response rate for purchasing plant-based dairy alternatives. The preference score of vegetarians for plant-based dairy alternative products was high, indicating that vegetarianism had a significant effect on their preference for plant-based dairy alternative products. Analysis of selection attributes revealed that price, product weight, appearance, and manufacturer were considered important by vegetarians, whereas nutritional components and labeling, manufacturing environment, composition of ingredients, and taste and texture were considered more important by the omnivores. Results of this study can be used as basic data for the future development of the fast-growing industry producing plant-based dairy alternative products.

• 한국의류학회지
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• 제22권2호
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• pp.267-278
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• 1998

The purpose of this study was to investigate the degree of self-monitoring (SM), the task situation and the appeal type of advertising impact on consumer behavior: in inner wear purchase. Information for the study was obtained with the use of experimental design. the experimental materials for the study were two-type inner wear advertisements (image appeal Ad/product appeal Ad). The subjects were 270, who were randomly sampled women undergraduate students in Korea, and main-test subjects (70 high SM subjects/69 low SM subjects) were assigned to the cells of 2 (self usage/gift-giving)x2 (quality appeal Ad/image appeal Ad). According to the 2x(2$\times$2) mixed factorial design, the level of SM score, the type of task situation score and the level of appeal type of advertising score were compared and tested by analysis of ANOVA. The results of experiment were as follows: 1. Experimental 1. the results showed the product preference on inner wear was the significant 3-way interaction effects among the degree of SM, the task situation, and the appeal type of advertising as well as the significant main effects of the appeal type of advertising. That is, the situation impact differs from the appeal type of advertising according to the degree of SM. 2. Experimental ll. the results showed the purchase intention on inner wear was the significant 2-way interaction effects between the appeal type of advertising and the task situation as well as the significant main effects of the appeal type of advertising and the task situation. That is, there is considerable difference in gift-giving situation rather than in self- usage situation according to the appeal type of advertising.

• 한국의류학회지
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• 제40권6호
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• pp.967-978
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• 2016

This study examines consumers' multi-channel choices in the search phase and purchasing phase stage according to price sensitivity and product characteristics in order to propose a multichannel strategy. For the research, one-way ANOVA, t-test, clustering analysis, and crosstabs are used for the descriptive analysis of 317 surveys on men and women conducted in 2014. The findings are as follows. First, consumers that both experience goods and search goods rely on surrounding advice as well as a search channel regardless of price sensitivity. Second, channel selection differs by price sensitivity when it comes to purchasing phase. Consumers with high price sensitivity tend to purchase from online channels; however, consumers with low price sensitivity tend to purchase from off line channels in cases of search goods. Meanwhile, cases of experience goods have no meaningful result. Third, consumers are divided into 3 groups by the tendency of channel selection. In case of experience goods, search channel choice is aligned with purchasing channel; however, search channel choice is not aligned with purchasing channel in search goods. This study provides clear information on fashion consumers' behavior on multi-channel choices compared to ones for search goods consumers on strategic strategies for fashion companies.

• 산경연구논집
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• 제8권5호
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• pp.95-109
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• 2017

Purpose - The purpose of this study is to classify the quality factors of coffee shop customers with the service quality based on the SERVQUAL, selection attributes, and service qualities used in previous studies. The path structure of coffee shops' quality factors → customer satisfaction → trust → behavioral intention was analyzed in order to confirm the system of coffee shops' quality factors. Research design, data, and methodology - The survey of was conducted with college students of Kangwon University. A total of 250 questionnaires were distributed, with 232 collected. Of them, Excluding 36 respondents' because of incomplete answers and missing values, 196 responses were used in the final analysis. Empirical analysis was made through factor analysis, correlation analysis, multiple regression analysis, simple regression analysis and mediating regression analysis by using Statistics Package SPSS 19.0. Results - The results are as follows: Firstly, coffee shops' quality factors were classified into seven categories like service encounter quality, product quality, cleanliness, overall interior, purchase quality, convenience, and aesthetics. Secondly, service encounter quality, product quality, purchase quality, and aesthetics had a positive effect on customer satisfaction, respectively. Thirdly, it showed that service encounter quality, product quality, overall interior, purchase quality, and aesthetics had a positive effect on trust, respectively. Fourthly, customer satisfaction had a positive effect on behavioral intention. Lastly, after verifying the effect relations of trust between customer satisfaction about coffee shop and behavioral intention, customer satisfaction has a positive effect on trust and trust has a positive effect on behavioral intention. On the other hand, trust did not have a mediating effect between customer satisfaction and behavioral intention. But, cleanliness, convenience, and overall interior did not have a positive effect on customer satisfaction. Conclusions - Coffee shop consumers put importance on price, discount systems, taste, and freshness, but more on courteous and kind services of coffee shop staff or comfortable and calming atmosphere of inner space. Thereby, coffee shop marketers need to take factors like service encounter quality and aesthetics into more consideration. In addition, customer satisfaction has an effect on trust, while trust on behavioral intention, even though trust is not mediated between customer satisfaction and behavior intention.

• 한국전자거래학회지
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• 제16권4호
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• pp.241-256
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• 2011

본 연구는 온라인 소비자 리뷰가 제품정보 제공자로서 소비자 구매결정에 미치는 영향에 대해 살펴보았다. 정보이론에서 제시된 엔트로피의 개념을 이용하여, 온라인 소비자 리뷰 안에 존재하는 여러 가지 종류의 제품 정보에 대해 소비자들이 각각 다르게 반응하는 이유를 설명하고자 하였다. 정보 엔트로피는 한 개의 단위 정보가 감소시킬 수 있는 불확실성의 정도를 의미한다. 온라인 소비자 리뷰에는 각각 다른 정도의 엔트로피를 감소시킬 수 있는 여러 가지 정보가 있고 따라서 소비자는 감소되는 엔트로피의 정도에 따라 각각의 정보에 대해 다르게 반응한다. 본 연구에서는 여러 가지 종류의 정보에 따라 감소하는 엔트로피의 양이, 제품 정보 제공의 전후에 따라 제품 속성에 대한 인식된 중요도의 차이로 나타남을 검증하고자 하였다. 이러한 연구 가설들은 총 268명의 온라인 쇼핑몰 이용자에게 실험을 하여 정보제공의 전후에 따른 제품 속성 별 중요도에 분명한 차이가 있음을 보여줌으로써 확인되었다.

• 지식경영연구
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• 제25권2호
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• pp.115-134
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• 2024

인터넷의 지속적인 발전과 다양한 모바일 기기의 확산으로 인해 소비자 구매결정에 대한 인터넷 구전의 영향력은 끊임없이 증가하고 있는 상황이다. 그러나 다양한 정보원으로부터 상반된 내용의 많은 정보를 접하는 소비자들은 끊임없이 정보의 신뢰성에 대해 고민하게 되고 이에 따라 제품 종류 별 구전 영향력이 큰 정보원의 유형에 대한 연구가 지속되고 있다. 이에 본 연구에서는 정보원 유형간 구전방향이 불일치할 경우, 소비자들이 어떠한 정보원의 구전에 더욱 영향을 받는지 온라인 구전을 전문가와 일반소비자 구전으로 나눈 후, 계층적 베이지언 분석방법론을 통해 분석하였다. 연구 결과, 전문가 구전과 일반소비자의 구전 방향성이 일치할 경우에는 기존 연구와 같이 구매의도에 정의 영향을 미치는 것을 확인하였다. 나아가 전문과 구전과 일반소비자의 구전 방향성이 불일치할 경우에는 소비자의 구매의도가 전문가 보다는 일반소비자의 구전 방향성에 더욱 영향을 받는 것을 확인할 수 있었다. 본 연구에서는 표본집단의 크기가 작더라도 데이터 시뮬레이션을 통해 분석이 가능한 베이지언 방법론을 적용해 분석을 시도하였다. 이를 통해 한정된 데이터로 여러 소집단에 대한 분석 가능성을 확인한 것은 향후 더욱 세분화된 제품군과 다양한 정보원 유형의 온라인 구전 효과 연구에 기여하고 온라인 마케팅 관리자에게 유용한 실무적 시사점을 제공할 것으로 기대한다.

• 디지털융복합연구
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• 제13권7호
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• pp.79-88
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• 2015

본 연구에서는 신체에 대한 불만족이 체중조절행동을 유발한다는 점에 착안하여 이를 인터넷 쇼핑행동 중 사이즈 위험지각과 연결시켜 구매결정 유보행동에 이르는 영향관계를 실증적으로 알아보았다. 연실증연구결과 체중조절행동에는 식이요법, 물리적 시술 및 약물복용, 그리고 운동의 세 가지 주요활동이 있는 것으로 나타났다. 신체중조절행동에 있어서 성별의 차이는 나타났으나 연령 차이는 도출되지 않았다. 신체에 대한 불만족 중 체형에 대한 불만족은 운동에 의한 체중조절행동에 유의한 관계를 주었으나 신장과 몸무게에 대한 불만족은 체중조절행동과 관계가 나타나지 않았다. 치수위험지각에는 체중에 대한 불만족이 유의한 영향을 미쳤으며, 식이요법과 물리적시술 및 약물복용 행동이 치수위험지각에 유의한 영향을 주었다. 치수위험지각은 결국 구매연기나 오프라인 전환과 같은 구매결정유보행동에 유의한 영향을 줌으로 해서 온라인쇼핑에 영향을 미치는 것으로 나타났다. 본 연구는 체중조절행동과 신체불만족, 그리고 온라인 쇼핑시의 치수위험지각을 연결시킨 융합적 접근방법을 통하여 관련변수들의 영향관계를 살핀 데에 의의가 있다.

• 한국의류산업학회지
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• 제25권5호
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• pp.568-577
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• 2023

This study examined how middle-aged female consumers' environmental consciousness influences their attitudes and ethical purchasing behavior toward RUR (recycling, upcycling, and reuse) knit products. The research employs a survey method, targeting 30-40 year old women residing in Seoul and Gyeonggi-do Province. On-line and off-line data collection were conducted. The following conclusions emerged through statistical analyses, including factor analysis, cluster analysis, t-test, and regression analysis. Firstly, respondents' environmental consciousness variables were classified into two factors, delineating high and low environmental consciousness clusters, demonstrating significant differences between them. Secondly, the high environmental consciousness cluster exhibited more positive consumer attitudes and ethical purchasing behavior towards RUR knit products. Moreover, it was established that environmental pollution consciousness and eco-friendly product purchase consciousness influenced environmental consciousness on consumer attitudes and ethical purchasing behavior. Lastly, the study confirmed that consumer attitudes mediated environmental consciousness and ethical purchasing behavior. In conclusion, this research establishes a meaningful link between environmental consciousness, consumer attitudes, and ethical purchasing behavior in 30-40 year old women. Environmentally conscious groups positively influence attitudes toward RUR knitted fashion and promote ethical purchasing behavior. Consequently, it is recommended that knit fashion companies prioritize environmental consciousness and eco-friendly products in their marketing strategies. Furthermore, diversifying the application of RUR knit products, coupled with eco-friendly production techniques, can amplify their appeal and utility, ensuring a positive impact on consumer behavior.