• 가정과삶의질연구
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• 제25권6호
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• pp.15-32
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• 2007

This study is to assess the level or consumer's attitude or food safety and their effects on the purchase or environment friendly agricultural products. For these purposes, the survey was implemented to 550 adults who resided in Seoul and metropolitan area. As a results, a lot of respondents perceived the five food hazards, pesticides, food additives, BSE, chemical materials, GMOs as the severest food risks. Results revealed that women, the most educated, married, and the older respondents were more likely to be negative about food safely. And Also, consumer's knowledge of environment friendly agricultural products was lower than the median. The respondents who have bought environment friendly agricultural products were 80.5% of the entire respondents. Also, the educated and the consumers who had the knowledge of the environment friendly agricultural products started to purchase them. The consumers who had higher income, perceived the food hazards(BSE), assessed agricultural products safety negatively, had willingness to pay them and more knowledge of environment friendly agricultural products were likely to purchase them usually.

• 한국IT서비스학회지
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• 제12권4호
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• pp.337-347
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• 2013

The mobile market in South Korea is about 4trillion and the social commerce market is also growing. Social commerce market was started from small venture company and in nowadays, its status is getting higher enough to compete with such as Gmarket and 11st. As social commerce market is rapidly growing, the interest of consumer is getting higher and we need to research about how consumers to recognize and make a purchase. For the research, I set hypothesis about consumer's recognition about social commerce, shopping experience, purchasing disposition, a trust influence on purchase attitude and we analyzed through actual investigation. I did a survey for male and female in 20s. An analysis result showed that the recognition about social commerce, shopping experience, purchasing disposition and a trust can affect on purchasing satisfaction. The most popular category in social commerce market was restaurant and fashion and I also found that consumers visit social commerce market in case of need rather than regular visits. I expect a rapid growth of social commerce market as an advance of smartphones. I hope this research could help for to establish marketing strategy by understanding characteristics of social commerce market and consumer proneness.

• 한국콘텐츠학회논문지
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• 제10권11호
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• pp.363-370
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• 2010

본 연구에서는 소비자 루머가 기업의 마케팅 관리에 미치는 영향에 관한 기존 연구들을 개괄적으로 살펴보고, 특히 브랜드에 미치는 영향을 중심으로 고찰하였다. 또한 부정적인 브랜드 루머에 대한 기업의 대응 노력들을 토의하였다. 이와 더불어 내용분석 방법론을 이용하여 브랜드 루머의 발생 원인에 대한 소비자의 인식을 조사하고, 추가적으로 분산분석을 통하여 브랜드 관여도나 로열티와 같은 기존의 브랜드 자산들이 루머에 대한 소비자의 신뢰성 지각에 영향을 미치는지를 조사하였다. 연구 결과에 기반하여 본 연구는 기업의 브랜드 위기관리와 커뮤니케이션을 위한 시사점을 제공하고자 하였다. 주요한 결론에 의하면, 브랜드 루머는 해당 브랜드뿐만 아니라 경쟁적 관계인 브랜드의 이미지에도 영향을 미치게 되며, 기존의 호의적인 브랜드 태도는 루머에 대한 신뢰도에 유의한 영향을 주지 못하는 것으로 나타났다.

• 한국의상디자인학회지
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• 제25권3호
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• pp.69-80
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• 2023

The purpose of this study was to analyze the effects of consumers' fashion design evaluation factors on design value and brand loyalty. After confirming a research hypothesis, 247 people were selected as subjects for empirical analysis, and the results of the study are as follows. As a result of the analysis of 'the influence of consumer's fashion design evaluation factors on design value', the fashion design evaluation factors of 'convenience', 'social activity usefulness' and 'fashion ability' had an effect on the emotional design value. 'Convenience', 'functional usefulness', 'social activity usefulness', 'fashionableness' and 'aesthetic' factors affected the rational design value. 'Convenience', 'fashionableness', 'aesthetic' and 'psychological self-conformity' had a positive (+) effect on kinesthetic design values. As a result of the analysis of 'Influence of consumer's fashion design value on brand loyalty', 'emotional design value', 'rational design value' and 'kinesthetic design value' affect attitude brand loyalty, and 'emotional design value' and 'kinesthetic design value' affect brand loyalty. It was found that 'kinesthetic design value' has an effect on behavioral brand loyalty. As a result of the analysis of 'the effect of consumer attitude brand loyalty on behavioral brand loyalty', it was analyzed that attitude brand loyalty had a statistically significant positive (+) effect on behavioral brand loyalty.

• 한국의류산업학회지
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• 제13권3호
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• pp.353-363
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• 2011

The purpose of this study was to deduce factors organization of brand equity for the exclusive imported brand by Department Store and to analyze it's influence on the performance. Subjects for the quantitative study, quota sampling was adopted in the areas where the subject brands were in place, and 452 questionnaires (141 of hands-on staff, 311 of consumers) were analyzed. The data were analyzed by using factors and reliability analysis, the independent sample t-test, and multiple regression analysis. The results were as follows; 1. The examining the effect of asset evaluation attributes of imported brands(GAP, ZARA) monopolized by certain department stores on business achievement and consumer attitude, it turned out that business achievement in hands-on staff's asset evaluation in view of business entity had meaningful difference according to the contract types of the brand, and that business achievement according to hands-on staff's evaluation and consumer attitude according to consumers' evaluation were different according to the brand asset value. 2. The examining the effect of consumer attitude according to consumers' evaluation, it turned out that preference had meaningful effect on both store preference and intention of re-purchase, while as to ZARA, image had meaningful effect on store preference and intention of re-purchase, and reliability on store preference.

• 대한가정학회지
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• 제28권2호
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• pp.91-106
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• 1990

This study focuses on consumers' advertising discriminatory competencies and the influencing facors. So the objects of this study are as follows : 1) to identify the overall level of advertising discriminatory competencies. 2) to examine if consumer attitude variables have significant effects on the ads. discriminatory competenceis. 3) to examine if the frequencies of contacting advertising variable have significant effects on the ads. discriminatory competencies. 4) to examine if socio-economics variables-age, educational level, monthly family income, occupational status-have significant effects on the ads. discriminatory competencies. 5) to find out the independent influence of variables related to the ads. discriminatory competencies. For this purpose, a survey was conducted using questionaires and advertisement papers. The data used in this study included 194 Homemakers living in Seoul. The ads. used in this study included ads. of diary products like foods, drinks, medicine, cosmetic, detergent in TV, radio, newspaper and magagine. Statistics were Frequency Distribution, Mean, percentile, ANOVA, Scheff -test, Pearsons' Correlation, Multiple Regrassion Analysis. Major findings were as follows : First, in 26 items(70%) of 37 items measured consumers' ads. discriminatory competencies, the rate of right answer was below 50%, so over the half of consumers were misleaded by the deceptive ads. Second, consumers' ads. discriminatory competencies differed significantly according to consumer attitude variables but no according to the frequency of contacting advertising. Third, according to socio-demographic variables-age, educational level, monthly family income, occupational status-advertising discriminatory competencies differed significantly. In group of lower age, higher educational level, higher income and professional occupation status, the level of ads. discriminatory competencies were high. Forth, the most influencing variabel on ads. disciriminatory competencies were eudcational level and in turn general attitude toward ads., attitude toward consumerism. This three variables explain 22.9% of dependent variable's variance. From these findings, the following suggestions are made, First, the consumer education offering informations and learing practical ads. discriminatory competencies should be conducted for all consumers wheather they are educated or not. Also the education to improve the consumer attitude must be. Second, considering misleading level, the business must make the regulatory standards and reinforce the regulation voluntarily, and by enforcing the regulation of ads. and deciding more diverse, objective and exact standards, the government should keep the consumer's right to know.

• 커뮤니케이션디자인학연구
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• 제57권
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• pp.44-53
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• 2016

미디어 파사드를 통한 광고가 보다 활성화되고 지속적인 성장을 가져오기 위해서는 무엇보다도 미디어 파사드가 매체로서의 역할을 충분히 수행할 수 있는 효율적인 매체라는 것을 입증할 필요가 있다. 따라서 본 연구는 미디어 파사드를 통한 광고의 소비자 반응과 효과를 알아보기 위해 TV광고와 미디어 파사드 광고를 각각 연구 참여자에게 보여주고, 이에 대한 반응을 설문을 통해 알아보았다. 연구결과, TV광고보다 미디어 파사드 광고를 접한 소비자의 인지적/감정적 반응이 긍정적으로 나타났다. 또한 미디어 파사드 광고가 TV 광고에 비해 제품태도에는 긍정적 영향을 미치지 못하지만 구매의도에는 긍정적 효과를 나타내었다. 미디어 파사드 광고를 접한 소비자는 인지적 반응과 제품태도의 상관이 다소 낮긴 하지만, 인지적 반응과 구매의도, 감정적 반응과 제품태도, 감정적 반응과 구매의도 모두 유의한 상관관계를 나타냈다. 또한 소비자의 소비성향 및 성별은 소비자의 반응에 있어 통계적으로 유의한 결과를 나타내지는 않았다. 그러나 소비자 반응에 있어 평균값은 모두 높게 나와 광고의 긍정적 효과를 보여준다. 본 연구 결과를 통해 미디어 파사드가 광고 매체로서 다양한 가능성을 가진 뉴미디어라는 사실을 실증적으로 확인해 볼 수 있었고, 특히 흥미를 유발하는데 효과적이며, 기존의 광고보다는 멀티미디어를 이용한 메시지가 받아들이는 시간이 빠르고 편리하여 광고의 효과가 높다는 것을 알 수 있었다.

• 패션비즈니스
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• 제16권5호
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• pp.114-129
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• 2012

The purpose of this study is to analyze the effects of consumer's need for uniqueness, whether or not using ALPHA-NUMERIC Brand Name and types of fashion goods upon the consumer's attitude. The experimental design of this study is three-ways complex factors design of 2 (Consumer's Need for Uniqueness : High vs Law) ${\times}$ 2 (Whether or not to use ALPHA-NUMERIC Brand Name : Used brand vs Non-used brand) ${\times}$ 2 (Types of fashion goods: Rational fashion goods vs Emotional fashion goods) The conclusions are as follows. 1. The interaction effect upon a favorite level according to consumer's need for uniqueness, whether or not using ALPHA-NUMERIC brand name and types of fashion goods upon the consumer's attitude is proven significant. For the group where customer's need for uniqueness is low, when ALPHA-NUMERIC brand name is not used, the favorableness of rational fashion good, a parka is lower than that of emotional fashion good, one-piece dress. However, there is no significant difference in favorableness by types of fashion goods when ALPHA-NUMERIC brand name is used. At the group with high need for uniqueness, while there is no significant difference in favorableness when ALPHA-NUMERIC brand name is not used, the favorableness of parka is higher than that of one-piece dress when ALPHA-NUMERIC brand name is used. 2. The interaction effects upon purchase intention according to consumer's need for uniqueness, whether or not using ALPHA-NUMERIC brand name and types of fashion goods are proven significant. For the group where customer's need for uniqueness is low, there is no significant different in the favorableness whether or not ALPHA-NUMERIC brand name is used. On the other hand, the group with high need for uniqueness, if ALPHA-NUMERIC brand name is used, the intention to purchase parka is higher than the intention to purchase one-piece dress.

• 한국의류학회지
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• 제23권7호
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• pp.953-964
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• 1999

The purpose of this study was to analyze the effectiveness of negative appeal ads taking social problems as their themes. Two social problem ad themes concerning abortion and drug addiction were selected as stimulus. Questionnaires consisted of questions about affective response cognitive evaluation consumer's characteristics(sex, clothing involvement social problem involvement) and the ad and brand attitudes They were distributed to 200 high school students in Seoul. Results were : 1 The affective response consisted of 4 dimensions(negative inactivating activating positive) and the cognitive evaluation had 3 dimensions(utility·persuasive power creativity awareness) 2. Creativity and awareness dimensions and the ad attitude had positive influence on the brand attitude for the abortion theme ad,. Creativity dimension and consumer's clothing involvement had positive influence on the brand attitude for the drug addiction theme ad . Especially the affective response had no significant influence on the brand attitude. This result suggests that in case of negative appeal ads the affective response does not necessarily degrade the brand attitude while positive cognitive evaluation on creativity and awareness of the could influence the brand attitude favorably through raising attention to the brand resulting in high effectiveness of the ad.

• 품질경영학회지
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• 제39권4호
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• pp.486-499
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• 2011

Now, the Korean consumer market enters into the stage of the advanced country type's mature consumption, totally different from the consumption of the past, and among these changes, the quality enhancement and bipolarity of the consumption show clearly the rising trends together with the popularization of the Masstige Brand due to the big expansion of the quantity. Unlike the old luxury brands, available only to the rich people in the past, the Masstige Brands are tagged with reasonable and affordable prices and provide the consumers with the good quality and convenient sensibilities as good as the old famous brands, which have become new high-class brands for the middle-income class. As the middle-come people get more income and are eager to live a better life, the Masstige Brands rise fast. Therefore, the study is aimed at examining the consumer-related factors affecting the purchase of the Masstige Brands on the basis of the fashion brands. In other words, the factors affecting the formation of the positive purchasing intentions of consumers will be verified by examining the influence of such factors, as the consumer value, brand charisma, attitude and loyalty, the variables affecting the purchasing intentions of the Masstige Brands, which are found out through the proceeding researches. As the result of the verification on the assumption, it is found out that the consumer value has a positive influence on the brand charisma. Also, it is found out that the consumer value has a positive influence on the brand attitude. And, it is discovered that the brand charisma has a positive influence on the brand loyalty. It is shown that the brand attitude has a positive influence on the brand loyalty. Lastly, it is indicated that the brand loyalty has a positive influence on the purchasing intention of consumers.