• 한국프랜차이즈경영연구
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• 제11권1호
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• pp.31-44
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• 2020

Purpose: The baby boomers and the millennials, who make up the largest share of the market, are showing the gap in their differentiated cultural styles. The purpose of this study is to study the consumption propensity and purchasing determinants of the baby boomers generation and the millennials generation, which have become a very important key pillar in shaping the market based on the cultural dimension model theory of h(=>H)opstead, and to identify the difference Research design, data, and methodology: In order to verify the research hypotheses, The data was collected from the baby boomers and the millennials using online questionnaires. The pre-test was conducted from October 10 to 12, 2019, and the main survey was conducted from October 15 to 25. A total of 230 copies were recalled, and the final 219 copies were used for the final analysis. Results: The consumption propensity between the baby boomers and the millennials differed in resource saving purchase propensity and impulse buying propensity. The baby boomers showed higher resource saving purchase propensity than the millennials, while the millennials showed higher impulse buying propensity. There was a difference in the determinants to purchasing only in the evaluation factor. Results of gender differences by generation, baby boomers differed in their planned purchase propensity, and women were higher. The millennials generation differed in resource saving purchase propensity and awareness propensity for others, all higher in men. In determinants to purchasing, the baby boomers did not differ in gender, and the millennials did differ in product factors. A canonical correlations analysis of the relationship between the baby boomers and the millennials showed a significant relationship between consumption propensity and determinants to purchasing. Also, the baby boomer generation has the biggest link between impulse buying propensity and evaluation factor. The millennials generation showed the biggest link between resource saving purchase and product factors. Conclusions: This study compared consumption propensity and determinants to purchasing of baby boomers and millennials on the basis of Hopstead's cultural dimension model theory to identify differences between generations, presenting practical and theoretical implications for establishing a correct understanding and specific marketing strategy among generation.

• 한국콘텐츠학회논문지
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• 제21권7호
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• pp.413-426
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• 2021

본 논문 실증분석을 통해 중국 소비자 소비성향이 한국화장품의 구매의도에 미치는 영향을 분석하는데 있다. 이에 따라 연구의 진행을 위해 수집된 설문지 414개에 대해 SPSS Statistics 24를 이용하여 분석하였다. 분석결과 첫째, 중국 소비자의 소비성향의 하위요인인 유행 추구성향, 브랜드 추구성향, 가격 추구성향, 품질추구성향이 모두 중국 소비자가 한국 화장품에 대한 신뢰에 정(+)의 영향을 미치는 것으로 도출하였다. 가격추구성향은 구매의도에 유의한 영향을 미치지 않는 반면 다른 요인들이 3가지의 소비자 구매의도 모두 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 중국 소비자가 한국 화장품에 대한 신뢰는 구매의도에 유의한(+)영향을 미친다. 셋째, 신뢰가 유행추구성향과 구매의도 사이에 완전 매개효과가 있고 브랜드추구성향, 품질추구성향과 구매의도 사이에 부분 매개효과로 나타난 반면에 가격추구성향과 구매의도 사이에 매개효과가 없다. 넷째, 한국의 국가이미지가 신뢰와 구매의도의 관계에 조절효과가 없다.

• 한국컴퓨터정보학회논문지
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• 제21권5호
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• pp.149-160
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• 2016

The purpose of this paper is to examine the relationship between the social interactions on the social network and the purchase intention. And the trust propensity of a trustor, the ability of a trustee, and the sincerity of a trustee are selected as the antecedents of social interactions. This paper also examines the effect of type of product as a moderating variable. The result of this paper reveals that social interactions(in terms of closeness, familiarity, and interpersonal trust) have a positive(+) effect on the purchase intention. The more social interactions, the more trustors have intentions to purchase the recommended products by trustees. In addition, the study reveals that the trust propensity of a trustor and the ability of a trustee directly and indirectly influenced on the intention to purchase the recommended product. The findings also suggest that the trust propensity of a trustor and the ability of a trustee have an effect on the closeness, familiarity, and interpersonal trust resulting from social interactions.

• 가정과삶의질연구
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• 제21권2호
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• pp.61-74
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• 2003

Recently, the number of consumers who buy various goods using the shopping channels on cable TV has increased. The objectives of this study are to examine the propensity of consumers to make an impulse purchase through cable TV, and to investigate the factors that influence consumers' impulse purchase. The following was found in this study: (1) The propensity of consumers to make impulse purchases on cable TV is somewhat low, Among sub-areas of impulse purchase, the propensity to make impulse purchase by suggestion is the highest. (2) Among the variables that affect consumers' impulse purchase on cable TV, the most influential variable is the psychological factor, followed by the frequency of shopping on cable TV, positive testimony from consumers who have used the product, and the amount of time spent in watching shopping channels on cable TV, in that order.

• 한국의상디자인학회지
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• 제14권3호
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• pp.11-22
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• 2012

As the consuming pattern is changing with the expansion of Internet use and the development of communication technology, Internet shopping market is getting bigger and bigger. By product group, clothing and fashion related products occupy the biggest share. Accordingly, in this study it was tried to identify the effects of Internet utilization capability that enables consumers to search for the information that they need in this information flood, variety pursuit trend and product review accommodation status on shopping value, and to analyze the effects of the shopping value on the purchase behavior in online shopping malls. When factor analysis is nude on Internet use level, it was found that Factor 1 was 'Flow Experience,' Factor 2 'Internet Use Capability,' and Factor 3 'Internet Challenge Desire.' When factor analysis is made on Diversity Pursuit Propensity, it was found that Factor 1 was 'Site Diversity Pursuit Propensity,' Factor 2 'Brand Diversity Pursuit Propensity,' and Factor 3 'Brand Value Pursuit Propensity.' When factor analysis is nude on Product Review Accommodation Propensity, it was found that Factor 1 was 'Product Information Provision Propensity,' and Factor 2 'Product Information Receiving Propensity.' Except Internet Use Capability and Product Information Provision Propensity, all other factors showed high correlation. The factor influencing the entertainment value most was Internet challenge desire, while that influencing the practical value most was flow experience. When the effects of the entertainment value and the practical value on product purchase were analyzed, it was found that both of entertainment value and the practical value influenced product purchase and the practical value influenced the product purchase more than the entertainment value.

• 디지털융복합연구
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• 제17권5호
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• pp.157-165
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• 2019

관광옴니채널 서비스에 대한 관광객 통합기술수용모형의 구매의도 파악을 본 연구의 목적으로 한다. 연구방법으로서 통합기술수용이론(UTAUT)에 근거하여 관광객의 수용의도와 구매의도간의 관계를 분석한 후 이들 관계에서의 신뢰와 구매성향의 조절효과를 파악하였다. 분석결과로서 1)관광옴니채널에 대한 통합기술 수용의도가 구매의도에 부분적으로 유의(+)한 영향을 주는 것으로 확인되었다. 2)통합기술수용의도와 구매의도간의 관계에 신뢰가 미치는 조절작용은 부분적으로 유의(+)한 것으로 확인되었다. 3)통합기술수용의도와 구매의도간의 관계에 구매성향이 미치는 조절작용은 부분적으로 유의(+)한 것으로 확인되었다. 다양해진 고객의 구매의도 증진을 위해서는 온오프라인을 통합한 옴니채널의 신뢰성을 확보해야 할 것이며, 향후 관광옴니채널 서비스의 구매성향에 관한 심층적 연구가 요구된다.

• 유통과학연구
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• 제13권1호
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• pp.71-81
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• 2015

Purpose - This study aims to examine the effect of audience attitude toward product placement, or PPL, on product attitude and purchase intention. PPL has increasingly been prevailing in TV dramas since the revision of the Broadcasting Act in January 2010, and it is quite widespread in today's society. Therefore, this study intends to investigate how the audience would take a particular attitude toward PPL in TV dramas and how their attitude would affect their product attitude and purchase intention. Research design, data, and methodology - The sample for the current study was drawn from college students in Seoul in December 2013, as the main targets of the products and brands that were advertised by PPL are young people. The questionnaire for this study comprised nine parts, such as the knowledge of PPL, experience of PPL, TV drama watching time, impulsive buying propensity, celebrity imitating buying propensity, attitude toward PPL, attitude toward product, purchase intention, and demographic characteristics. The questionnaire items were measured by 5-point Likert scales. Whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed and how the PPL attitude would affect purchase intention through product attitude was analyzed as well. To analyze the relationship between variables, structural equation modeling analysis was performed with Amos 18.0. Results - The major findings of the study were as follows. First, whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed, and it is found that out of the demographic characteristics, only gender and knowledge of PPL exerted an influence on PPL attitude. In addition, celebrity-imitating buying propensity had an impact on PPL attitude. Second, whether PPL attitude would affect purchase intention through product attitude was analyzed by structural equation modeling. Consequently, it is found that PPL attitude impacted purchase intention through product attitude. Conclusions - The findings of the study had the following implications. First, in theoretical aspects, previous studies have proven only that attitude toward PPL influenced attitude toward product and purchase intention separately; however, the current study has investigated the mediated role of attitudes toward PPL. Second, regarding the practical aspects, as PPL attitude exercised an effect on purchase intention as well as product attitude, PPL should be utilized in a manner to stimulate the audience to take a positive attitude to it. Finally, gender, PPL knowledge, and celebrity-imitating buying orientation were identified as influential factors for PPL attitude. Specifically, female consumers showed a lower attitude toward PPL than males, and the consumers who have no knowledge showed a lower attitude toward PPL. The consumers who have celebrity imitating buying propensity expressed a higher attitude toward PPL. These factors should consequently be taken into account when PPL is planned and conducted. The current study has limitations such as the sample object, non- experimental method, and media biases. Therefore, future research should be conducted to address these limitations.

• Human Ecology Research
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• 제56권6호
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• pp.555-571
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• 2018

This study identified the characteristics of fashion rental service users as well as analyzed their purchase decision-making processes. A qualitative investigation was conducted through in-depth interviews with 13 women in their 20s-30s who have experienced renting fashion items due to a high interest in fashion. The results of the study are summarized as follows. The need recognition stage analyzed ventilation by mass media, SNS impact, curiosity, saving shopping time and money, awareness of situational necessity, and creation of various styles. The information search stage analyzed how users obtained information from 2 different sources of nonmarketer-dominated sources and marketer-dominated sources. The pre-purchase stage analyzed the evaluation of alternatives in which study participants used 2 evaluation criteria for fashion rental services and fashion rental items. The purchase stage analyzed how participants wait and select desired items (when receiving the notification of rentable items) or select alternative products. The consumption stage examined the usage frequency and usage method. The study divided the post-consumption evaluation stage into 2 categories for evaluation: personal feelings and service. The post-consumption behavior stage analyzed how participants displayed WOM, eWOM and purchase rental product behavior. Clothing shopping orientation of study participants is displayed in 5 dimensions of brand-seeking propensity, individuality-seeking propensity, economic efficiency-seeking propensity, rationality-seeking propensity, and pleasure-seeking propensity. This study identified three main characteristics in the study participants: interest in the fashion, favorable attitude toward used fashion items, consciousness of others.

• 복식문화연구
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• 제13권5호
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• pp.819-832
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• 2005

The purpose of the study was to examine female college students' credit card usage characteristics and to investigate differences in buying propensity of clothing including impulse buying, consciousness, and conspicuous consumption among their buyer groups according to credit card use and personal characteristics. The questionnaires were administered to female college students in Seoul. The total of 588 questionnaires were collected and statistically analyzed by descriptive statistics, factor analysis, Analysis of Variance (ANOVA), and Duncan's test. Female college students' arrear as well as credit card use have been increasing, and they tend to purchase low price clothing item using credit card. Buying propensity was classified into three factors. There were differences in buying propensity of clothing including impulse buying, fashion consciousness, and conspicuous consumption among buyer groups according to the credit card use and personal characteristics. Students who have credit card and arrear experience, are heavy credit user, and purchase more clothing showed high impulse buying propensity. Students who purchase more clothing monthly with credit card were more fashion-conscious. Students who have credit card, are heavy credit user, and purchase more clothing showed high conspicuous consumption propensity. Implications and future research directions were discussed.

• 한국공간정보시스템학회 논문지
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• 제11권4호
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• pp.74-84
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• 2009

이 연구는 국내 우편물량 감소와 우편사업 경쟁력 강화를 위하여 GIS 및 시공간 마이닝 기술을 이용한 GIS 기반의 새로운 우편 마케팅 기법을 제안한다. 홍보를 원하는 기업체에게 의미 있고 정확한 마케팅 정보 제공을 위해서 Geo-Lifestyle 군집화를 적용한 인구 사회학적 마켓 세분화 기법과, 시간 공간 차원의 다차원적 분석을 통한 시공간 구매 소비 성향 예측 기법을 제안하였다. Geo-Lifestyle 군집분석 및 시공간 큐브 마이닝의 평가를 위해서 강남구, 송파구 지역의 내부 외부데이터를 사용하였고, 실험결과 14개의 최적 마케팅 클러스터를 생성하였으며 구매 소비 성향 예측을 위한 시 공간 패턴을 추출하였다.