• Journal of the Korean Data and Information Science Society
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• 제19권3호
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• pp.775-788
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• 2008

In this study, the consumers were classified into Risk Avoidance Group, Enjoyment and Economy Group, Low Involving Group and High Involving Group by shopping propensity of the consumers and investigated the difference in their evaluation criteria and purchasing intention. The samples used in this study are 214 university students in Busan area who visited the internet shopping mall or had an experience to buy clothes through an internet. The purpose of this study is to identify how the internet university students' clothes shopping propensity and demographical factors affect the evaluation criteria and purchasing intention for clothes. And based on the results, the implications for internet clothes shopping mall are suggested and post research subject is provided as well.

• 한국융합학회논문지
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• 제10권11호
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• pp.283-288
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• 2019

본 연구는 제품정보가 넘치는 온라인 쇼핑에서 소비자의 불확실성 회피성향이 구매연기행동에 미치는 영향을 분석하고, 이 과정에서 실용적/쾌락적 소비가치가 조절효과를 갖는지 알아보았다. 20-30대 남녀 205명을 대상으로 고관여 탐색재인 노트북에 대해 6개의 가상브랜드 구매상황 시나리오를 제시하고 구매연기의도를 분석한 결과, 불확실성 회피성향이 높을수록 구매연기의도가 높고, 실용적 소비가치는 이들 간의 관계에서 조절효과를 갖는 것으로 나타났다. 하지만 쾌락적 소비가치는 불확실성 회피성향과 구매연기의도 사이에 조절효과가 없었다. 본 연구의 결과는 온라인 쇼핑과 같이 제품정보가 과부하되는 상황에서 소비자는 불확실성을 느낄수록 구매를 연기하려하므로, 제품에 관한 정보를 무조건 많이 제공할 것이 아니라 불확실성을 감소시킬 수 있는 정보제시 전략이 필요하며, 특히 실용적/쾌락적 소비가치의 차별적 효과를 고려하여 제품관련 정보를 구성해야 함을 시사해 준다.

• 무역학회지
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• 제47권5호
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• pp.321-336
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• 2022

The purpose of this study aims to investigate how consumer awareness and purchasing behavior are affected by the type of animosity against the nation. This study classified animosity into three categories: sociocultural, economic, and war-based. Additionally, the consumer's cognition toward animosity was split into two categories-empathic concernt and personal distress-and the direction of consumption behavior was split into two categories-individual brand avoidance behavior and collective bandwagon behavior. The concept of Fear of Missing Out (FoMO) was introduced for the direction of consumption behavior, further validating the moderating impact. Structural equation modeling method was used to measure the general consumption behvior of Korean consumers' animosity. The results were analyzed using a total of 279 samples. As a result, animosity motivated by war and by economics had a substantial impact on empathic concern, while animosity motivated by socioculture had a significant impact on personal distress. Personal distress had a good impact on an individual's brand antipathy behavior, which in turn led to brand dislike and avoidance. Empathic concern also had a positive impact on the phenomena of group sympathy, which leads to identification of conduct and social conformity. Also, it was proven that the group that had a high level of FoMO reacted strongly to the phenomenon of group collective behavior.

• 한국콘텐츠학회논문지
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• 제9권1호
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• pp.270-284
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• 2009

디지털의 주요한 특성인 융합성으로 인해 IT산업분야에서 디지털 컨버전스 제품은 시장에서 큰 주목을 받고 있는 것이 사실이다. 그러나 디지털 컨버전스 제품에 대한 소비자들의 반응이 항상 긍정적이지만은 않다. 디지털 컨버전스 제품이 혁신제품이기에 소비자들의 가치와 부합하지 않거나 복잡한 이용방법에 따른 문제점이 들어나기도 한다. 즉, 디지털 컨버전스 제품이 보다 더 소비자들에게 긍정적인 반응을 얻어 시장을 확대해 나가기 위해서는 디지털 컨버전스 제품에 대한 소비자들의 구매회피 요인이 무엇인지 규명하고 어떠한 불편한 심리를 가지게 되는지 살펴볼 필요가 있다. 구체적으로 본 연구에서는 선행연구들을 토대로 복잡성, 부적합성, 불확실성, 비용의 비합리성과 같은 구매를 저해하는 요인을 확인하고 이러한 요인들이 부조화, 혁신저항, 지각된 손실과 같은 부정적인 심리적 요인을 형성하게 하여 구매회피로 이어지는 것으로 해석하고 있다. 연구의 결과, 복잡성과 부적합성은 혁신저항을 느끼게 만드는 요소이며, 불확실성과 비합리성은 지각된 손실에 영향을 미치며, 비합리성은 부조화에 유의한 영향이 있는 것으로 나타났다. 또한, 부조화는 혁신저항에 영향을 미치고 이러한 혁신저항은 구매의도에 유의하게 부(-)의 영향을 미치는 것으로 나타났다. 결론적으로, 디지털 컨버전스 제품이 시장에 쉽게 확산되어 나가기 위해서는 복잡성, 부적합성, 불확실성, 비합리성과 같은 요소들에 대해 마케터들이 충분히 숙고한 후에 이러한 요소들을 제거할 수 있는 방안을 마련하고 출시되어야 할 것으로 생각된다.

• 기술혁신연구
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• 제15권2호
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• pp.123-152
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• 2007

The striking characteristic of the contemporary global security environment is that the nature of threats has become diverse and complex. For example, transnational and non-military threats including terrorism and proliferation of weapon of mass destruction has increased. In this security environment, Advanced countries funnel their investments for defense budgets into the assurance of key force capability and R&D of cutting-edge core technologies, in consideration of future battlefield environments so as to get an edge on not only defense science and technology but also intelligence capabilities. As shown by past practices of the korea's defense acquisition, the ministry of national defense has tried to enhance its force capabilities in the short-term by purchasing foreign weapon systems rather than by investing in domestic R&D. Accordingly, the technological gaps between the korea and advanced countries were widened due to both insufficient investment in development of domestic technologies and avoidance of technological transfer by advanced countries. Thus, for the effective execution of the R&D budget and the successful performance of the projects, the importance of selection, management and evaluation of the R&D projects is emphasized. So, The objective of this study is that the analysis of the proposal-selection evaluation system for the realization of the successful defense core technology R&D projects. This study focused on the improvement of the proposal-selection evaluation model which can be applicable to the national defense core R&D projects. Using the improved proposal-selection evaluation system, we propose a model to enhance the reliability of the national defense core technology R&D project evaluation system.

• 산경연구논집
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• 제12권6호
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• pp.75-88
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• 2021

Purpose: This research aimed at exploring the functions of consumers' perceiving approach and avoidance roles and their feeling anger and disgust in the effect of the two types of self-discrepancy at social identity such as the ideal self-discrepancy and the ought self-discrepancy on within-self domain versus across-self domain consumption. Research design, data, and methodology - This study divided the self-discrepancy group into the ideal self-discrepancy and the ought self-discrepancy group as experimental groups for empirical study. Self-discrepancy type between-subjects design was used to develop two types of questionnaire according to the type of experimental groups. The platform, 'questionnaire stars' of 'WeChat' in China was used to collect 103 data from the ideal self-discrepancy group and 102 from the ought self-discrepancy group for empirical study. T-test and the structural equation model in Amos 21 were used to verify hypotheses developed through theoretical review. Results - First, ideal self-discrepancy positively affected the role-approaching goal and anger. Second, ought self-discrepancy positively affected the role-avoiding goal and disgust. Third, the role-approaching goal and anger positively influenced on the within- versus across- domain consumption. Fourth, the disgust negatively influenced on the within- versus across- domain consumption, however the role-avoiding goal did not influence on the consumption. Fifth, there was the mediation roles of anger (disgust) in the effects of ideal (ought) self-discrepancy on the consumption. Conclusions - When consumers feel anger at the ideal self- discrepancy induced by in-group, it is necessary for the marketers to promote their product brand used by the in-group. They should develop and advertise the messages priming the ideal self-discrepancy and the anger to increase the intent to purchase or use their product brand when the in-group members have used the brand by relating the brand to their social identity concerned with the ideal self-discrepancy. However, marketers should help consumers feel disgust by developing and advertising the messages expressing the ought self-discrepancy to lead the consumers to the place of purchasing or using their product brand when the members have used the brand based on keeping the consistence between the brand and other social identity not related to the ought self-discrepancy.