• The Journal of Information Systems
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• v.27 no.2
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• pp.157-173
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• 2018

Purpose Product characteristics and price value in website have strongly effects on customer satisfaction. Especially, in the online shopping site, the scarcity limits the customer's opportunity to purchase the product. Thus scarcity has been proposed as a important factor that makes the customer highly aware of the merchantability of the product. The scarcity in the web store is used as an important variable to make purchasing decisions of users easier by psychological pressure. In the case of scarce products with price discounts in online commerce, advertising formats that highlight scarcity value in the web commerce market are very effective in enhancing purchase intentions of consumers. Unlike offline stores, the importance of scarcity becomes more important when reflecting the characteristics of online commerce. Therefore, this study intends to confirm the influence of the degree of price discounts and scarcity information presented by Web sites on consumer purchase behavior in Web purchase behavior. Design/methodology/approach This study conducted a web-based experimental study on price sensitivity and price discount. Therefore, we created experimental web-sites that offer two stimuli according to the discount rate. The 200 respondents were randomly assigned. The stimuli were fictitious based on tourism products. The first stimulus presented the price discount(15% discount) with basic explanation about the package of the tourist package. The stimuli assigned to the second group were used for groups with high price discount intensity(65% discount). In this way, the two stimuli clearly distinguished the level of price discount intensity. This paper conducted t-test analysis and structural equation to analyze the experiemental results after confirming the reliability and validity. Findings The results of this study are as follows. The difference in price discount intensity (15% vs 65%) with scarcity showed the mean difference among all the variables. Therefore, this study concluded that there is a significant difference between the price discount of 15% and 65% for the acquisition value and transaction value of users. In particular, consumers' purchase intention is greater and product recommendation intensity is stronger when the price discount is 65%. As a result, the high degree of the price discount intensity with scarcity exerts a greater influence on consumers' purchase intentions. Product scarcity also have a significant impact on perceived value of users. Therefore, purchase intention of customers increases when perceived value increases their profit and pleasure feeling.

• Journal of the Korean Society of Costume
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• v.52 no.1
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• pp.89-101
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• 2002

The purpose of this study was to characterize purchase behavior at internet shopping mall and the preference for fashion design through analysis Net generations. The subjects for this sample were teen-agers and university students who had dwelled at pusan and ulsan in south korea. This study had 824 samples who had purchasing of fashion apparels at the internet shopping mall. The sampling data in this survey was analyzed by frequency analysis, factor analysis, T-test, Duncan-test, MANOVA and ANOVA of SPSS WIN package. The results of the study were as follows: 1. It was proved that among 824 individuals, 790(95.9%)individuals uses internet or pc communication and 33 individuals don't use any of them. 35.1% of using internet people have been using that for 1∼2 years. And they used internet for 1∼3 hours in a day(52.9%). And Net generations preferred Internet Shopping Mall because they didn't need to take the troubles of shopping and parking, but at the same time, they seemed to have distrust because they couldn't check the products personally. 2. People who decide to purchase by products and pursuit of information prefer cuffs, collar design, people of pursuit of convenience prefer sleeve, neckline, pants design, people of advertising and pursuit of services prefer cuffs, sleeve, collar, neckline, pants design and color. People who was dependent on perception of danger when they purchase preferred color and pattern. 3. It was proved that purchase attitude for men at internet shopping mall was convenience and for women, advertising and pursuit of services. 1318 teenagers decided to purchase mainly by advertising and pursuit of services at internet shopping mall and semi-adult are less dependent on that factors than 1318 teenagers did. Under high school educational course Net generation was dependent on the factors of advertising and pursuit of services when they purchase at internet shopping mall and above university educational course Net generation decide to purchase by the factors of products and pursuit of information. Also, people whose average income was above 3 million won ware dependent on the factors of advertising and pursuit of services and people whose income was under one million won was decide to purchase by the factors of perception of danger. People whose monthly expenditure on purchase was above 50,000 won ware depend on advertising and pursuit of services more than people whose expenditure was under 50,000 won did.

• Journal of Distribution Science
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• v.14 no.6
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• pp.45-52
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• 2016

Purpose - This study was conducted to present a study on the perception and satisfaction with the brand agricultural products targeted at consumers who use a lot of local products. According to the data of 2011, the total number of the brand agricultural products of Korea is 5,291 with various kinds. Research design, data and methodology - The survey shows that the brand agricultural products are being used by some specific people. However, it can be a useful idea which can help the consumption of brand agricultural products to be expanded if we understand how consumers' recognitions are different between various groups. For an empirical Analysis, the response data of 110 adult patients residing in the metropolitan area were used and conducted with a factor analysis, frequency analysis in order to ensure the validity and conducted a regression analysis and correlation analysis using SPSS statistical program. Results - According to the analysis, it showed consumers with an interest in brand agricultural products are 40-50 age housewives and the middle class of about 5 million won in monthly income more than 3 million won with a college education. As for consumers' purchasing status, all the subjects said that they had experienced buying brand agricultural products and the level of satisfaction for them was very high. Relatively, consumers' satisfaction level with high income and education is high. And recognition of the brand agricultural products was found mainly goes through word of mouth. The age and income are very important factors in customers' repurchase for brand agricultural products. The result of the analysis for the influences on brand agricultural products of customer satisfaction suggests even if the recognitions for safety, quality, and value are vital factors, the recognition of quality doesn't influence on brand agricultural products statistically and significantly. It was analysed if there were any differences between recognitions by group to brand agricultural products, that is to say recognition of safety, quality and value and the result can be summarized as follows. There are all statistical significant differences depending on their age, educational background and income. In the case of 30 or 40 aged, as they got the education level of college and graduate school and earned relatively high income, most customers have positive recognition on the brand agricultural products. This implies the group which can buy and consume the brand agricultural more easily has much more positive recognition. Conclusion - The results of this study shows consumers' brand awareness and satisfaction with brand agricultural products are affected by their age and income level. The purpose of this study is to find the information that can help brand agricultural products markets to be expanded by understanding the factors which encourage consumers to behave repurchase as well as customers' various levels of recognition to the brand agricultural products. The survey says that brand agricultural products are being used by some specific people.

• Journal of Distribution Science
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• v.13 no.5
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• pp.45-52
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• 2015

Purpose - Augmented reality (AR) content used in mobile media today can accommodate a wide variety of contextual information. This indicates that making people experience a sense of presence and flow is a very significant factor in augmented reality content. Flow represents a rich immersion potential as representing the progress of emotion and the means to facilitate the operation of the smart phone. Therefore, users will have friendly relational continuance behavior with products and brands that supply this experience. Based on that, the purpose of this study is to investigate the relationships among smart phone AR application traits, presence, flow experience, and relational continuance behavior. First, AR application traits are defined as three categories sensory immersion, navigation, and manipulation, based on preceding studies. This study then examines the influence of AR application traits on the presence and flow experience and looks into the relation among presence, flow experience, and relational continuance behavior. This analysis suggests more detailed and concentrated strategic implications. Research design, data, and methodology - A research model is designed to examine the relation among AR application traits, presence, flow experience, and relational continued behavior. For data collection, questionnaire surveys were composed of multi-items for each component and the direct interview method was used for the interviews. To collect the data, after running the smart phone AR applications, the consumer behaviors of the respondents were generally determined. The questionnaire surveys were conducted for one month, October 2014. A total of 300 questionnaires were distributed with 278 questionnaires used for analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0 and LISREL ver. 8.51. Results - The following results are found: First, AR application traits have a significantly positive effect on presence with sensory immersion, navigation, and manipulation all having a significantly positive effect. Second, sensory immersion and manipulation among the AR application traits have a significantly positive effect on flow. However, navigation did not have a significantly positive effect on flow. Third, presence has a significantly positive effect on flow and has a significantly positive effect on relational continuance behavior. Moreover, flow also has a significantly positive effect on relational continuance behavior. This behavior tends to be formed since brands want to encourage relational continuance behavior and positive emotions with the brands being used. Relational continuance behavior accompanies repeat purchasing, positive word-of-mouth and recommendation activities, and forms of trust with the brand. Conclusions - The research results showed that smart phone AR traits had significantly positive effect on presence, flow, and relational continuance behavior. Based on this, smart phone AR application providers should establish an aggressive marketing strategy to accommodate more realistic problems in order to positively influence user behavior. Additionally, the marketers should make efforts to provide fun or convenience in the AR application operation process of the user.

• Journal of Distribution Science
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• v.13 no.7
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• pp.73-83
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• 2015

Purpose - Recently, many large retailers have been frequently purchasing commercial brands. Not only the quality of products purchased but also the brand images are of concern in this process. Based on this rising trend, commercial brands have become an important issue in the retail business world, along with increasing general interest as well. Thus, this study focuses on the factors affecting commercial brand images and clarifies the impact of the resulting factors as well. First, store images and familiarity, price sensitiveness, and knowledge are presented as the effect factors for commercial brands. Second, the study tries to clarify the effect of commercial brand image on the reliability and loyalty of customers. Research design, data, and methodology - To conduct the study methodology, 250 questionnaires were distributed to retailers who have used large discount stores located in Busan to purchase a commercial brand a total of 234 valid questionnaires were used in the final analysis. To verify the hypotheses, a structure equation formula using Amos 20.0 was calculated. First, prior to the verification of hypotheses, the reliability and feasibility of the questions were tested, and as a result, the value of Cronbach's alpha was higher than 0.7, thereby showing reliability. Additionally, for the verification of the feasibility of the questions, a confirmation factor analysis was implemented. Results - First, variances such as store images, familiarity, price sensitivity, and knowledge were presented as the factors of effect on commercial brands. As a result of the hypotheses verification, all the effect factors presented in this study were confirmed as important variables of commercial brand images. The hypotheses were drawn based on the studies relating to existing commercial brands, and thereby, a result similar to previous studies was produced. However, the effect factors of the commercial brand image presented in this study shaped a new study model based on the previous studies. Second, it was found that commercial brand images had positive effects on the reliability and loyalty of customers. This study presented reliability and loyalty as the resulting factors of commercial brand image because they are the most important factors in relation to customer behavior and variables that can suggest marketing points for distribution businesses. Conclusions - This study focused on clarifying the factors that are important effect factors for commercial brand images. As a result, all the hypotheses were confirmed in this study, indicating a meaningful result, and thereby suggesting many points that can be presented to distribution businesses. First, the proper strategies should be developed based on the hypothesis that a store image, the familiarity of customers with brands, and the price sensitiveness and knowledge level of customers have an important effect on the choice of commercial brands. Additionally, the formation of such favorable images will have positive effects not only in terms of customer trust in the commercial brands but also in terms of their loyalty.

• Cartoon and Animation Studies
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• s.45
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• pp.283-298
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• 2016

Design is a fatal factor to differentiate and survive one product from the other in fierce competition of the market, when other conditions such as price or quality makes no much difference. Among many marketing tools, package design is known as a direct communication that visualizes and forms the very initial brand image of a product. Package design is not only for packing, transporting, storing and loading but for engraving the brand image in a consumers' mind and lead them to purchasing. One of recent package design trands is various ways of using character, not just as a printed image on the surface but as a part of three dimensional structure of package. If it succeed, the package design could give out the secondary fun and impact to the consumers. The package design with an effective character is itself a great marketing tool and valuable design asset, which can bring a further profit to the company. Especially, character-package can be a powerful and effective marketing method for various local products, in needs of further publication and sales with limited cost. It should motivate the sales of the products by grabbing their attention and taken as a souvenir. This research takes a character package as a useful marketing method for a local brand in Jeonju, South Korea, and tries to design a three dimensional package using its own character. Through the process, the research aims to propose an important design strategy for repositioning or enhancing an existing brand.

• Journal of Animal Environmental Science
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• v.17 no.1
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• pp.1-10
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• 2011

This study was conducted to investigate the actual situation of animal medicine use in Hanwoo farms, which were a total of 114 farms. Items surveyed were preference of animal medicine, choice criterion, purchase route, purchase frequency, antibiotics substitution products, etc. Data were collected from May to June, 2010. The kinds of animal medicine which preferred in Hanwoo farms is probiotics (40.4%). Whereas the lowest preference is immunizing agent (12.3%). There was significant difference among regional group (p<0.05), and the significant difference was also found in different farm size group (p<0.05). The factor of choice for purchase of animal medicine was efficiency (31.6%), first of all. There was significant difference among regional group (p<0.05). The purchase route of animal medicine was mostly supplied with the help of government (41.6%). The significant difference were showed in regional group (p<0.05). But that was not found in farm size group (p>0.05). The highest frequency at purchasing antibiotics was less than 1 time per 1 year (38.6%). There was statistically significant difference among regional group (p<0.05). However, there was not significant difference among farm size group (p>0.05). Probiotics of antibiotics substitution products was mostly preferred (50.9%).

• Journal of Distribution Science
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• v.15 no.3
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• pp.73-80
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• 2017

Purpose - Since Korean distribution market was opened, the domestic environment in department stores has been changed by the pattern of consumption and consumer need based on income classes. As multilateral Free Trade Agreement (FTA) accelerates opening markets, the scale of circulating capital has become bigger. Large-scale commercial facilities have developed quickly as a form of a large shopping center, thus, the matter of choice and securing market area became an important valuable in this trend. Moreover, multi-complex space has been proposed as the goal of successful business with promoting the public benefit. Research design, data, and methodology - This research studied consumer behavior using data about the life style and sales of consumers, not statistical data or survey as previous studies. This research tried to find the differentiation in complex cultural space with consumption behavior of department store. Results - As the structure of society and culture was getting diverse and complex, economic growth and development with such diversity and complexity improved consumers' quality of life. The changes of consumer life style are quite natural like human instinct. Department stores have activated retail business with the products of accumulated technology. Moreover, they have created the space of consumption and culture. Because of these social and environmental changes, department stores are being developed as Multi-functional spaces as well as sale places considering the strategies of department and the changes of consumers' purchasing behaviors. Conclusions - Urban culture complex is a landmark standing for the culture era of 21st century. It has provided an opportunity for consumers to enjoy culture, and has been an important factor to improve company images. Based on these roles and needs, expectancy effects are related with consumer preference and space preference, and the attitude toward companies. Moreover, the expectancy effects from those relationships are getting bigger and bigger. We should respect nature, a characteristic of Korean architecture, maintain visual continuity that harmonies with nature in the development of the complex space of the domestic department stores, and should take significance in the development of the complex cultural space in the direction of feeling the hierarchy of the space to obtain the visual pleasure with the artificial structure.

• The Journal of Natural Sciences
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• v.8 no.2
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• pp.181-189
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• 1996

We investigated the relationship between the attitudes and brand preference on the expression techniques of advertisement of underwears and actual buying. A total of 233 females living in Seoul and Taejon were surveyed to compare these points of five major underwear brands (Vivien, Ravora, Wacoal, Calvin Klein, Let'xes).The survey showed that the responders reacted more positively to the revolutionary advertising techniques of the Calvin Klein, and Let'xes than to the more conservative techniques of the Vivien, Ravora, and Wocoal.The most positive response was obtained from the Calvin klein's revolutionary techniques while the most negative response from the Ravora. The most preferred brand was the vivien, followed by the Calvin Klein, Wacoal, Ravora, and Let'xes. The degree of preference varied according to the demographic variables like age, schooling, income, occupation, and residential area. As for the motive of preference, the Calvin Klein ranked best in respect to shape, quality, advertisement, and comfortability. The price factor was best for the Ravora. The Let'xes ranked worst in all aspects. However, there was discrepancy between the attitudes on advertisement and the actual buying, this implying that the attitudes on advertisement did not seem to directly affect actual purchasing behavior.

• The Korean Journal of Food And Nutrition
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• v.29 no.2
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• pp.206-217
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• 2016

This study was conducted to assess the recognition and consumption of health functional food (HFF) of the college students in the Northern Gyeonggi-do area (Republic of Korea). To accomplish this, a survey was conducted to investigate 360 college students (183 males and 177 females) regarding their general characteristics, as well as the recognition, knowledge, considerations, purchases and consumption of HFF. Most male and female students (68.9% and 61.6%, respectively) were unaware of the HFF certification mark, however, more females(58.8%) were aware of the legal HFF definition compared to males (36.6%). The HFF advertising routes for males and females were 'TV radio' (43.2% and 43.5%, respectively) and 'internet smart phones' (19.7% and 27.1%, respectively). The main factor considered for selection and the most serious problem concerning HFF by males and females were 'effectiveness' (36.1% and 43.6%, respectively) and 'hype (exaggerated advertisement)' (35.0% and 55.9%, respectively). The main purchase route by males and females was 'pharmacy' (35.2% and 27.8%, respectively). The main reason for HFF product purchase by males and females was 'health promotion' (38.8% and 29.4%, respectively) and the main reason for not purchasing an HFF product was 'no health problem'(34.8% and 36.7%, respectively). The percentage of HFF consumption was 46.0% in males and 69.8% in females. The main HFF product consumed by males and females was 'vitamin mineral' (36.9% and 43.5%, respectively). The main reason for HFF consumption by males was 'health promotion' (31.0%) and females was 'recovery from fatigue' (21.8%). The main reason for not consuming HFF by males and females was 'no health problem' (38.4% and 41.5%, respectively). These results suggest the need to provide correct information concerning HFF to college students. Based on these results, greater efforts should be made to provide meaningful information regarding factors affecting purchase and consumption patterns for college students related to the research and development of HFF in the Northern Gyeonggi-do area.