• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2023년도 제68차 하계학술대회논문집 31권2호
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• pp.709-710
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• 2023

Consumer attitudes and behaviors towards brands are not only related to the perception of corporate brand image but also to factors such as the image of the country of origin, the characteristics of the host country, and consumer individual traits. This article focuses on Chinese multinational companies and aims to study the impact of brand international image and country-of-origin brand image on consumer behavior. A model is constructed with brand international image and country-of-origin brand image as antecedent variables, host country characteristics and consumer traits as moderators, and consumer behavior as the outcome. This study employs a questionnaire survey method targeting foreign residents living in China as participants. The research findings reveal that during the internationalization process, both brand international image and country-of-origin brand image have a significant positive impact on consumer behavior, while host country characteristics and consumer traits play a moderating role. The conclusions of this research enrich the theoretical understanding of brand internationalization and explore the influencing factors of consumer behavior, providing a basis for decision-making for multinational company executives.

• 한국식생활문화학회지
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• 제33권4호
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• pp.345-353
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• 2018

This study examined how the consumers' perception of GM food affects their purchasing behavior. In addition, this study investigated how the amount of knowledge a consumer has regarding GM food affects their perception of this type of food. The quantitative research method was used to collect data. The data from a self-administered survey, which was conducted in South Korea, was analyzed using descriptive analysis, ANOVA, factor analysis, and multiple regression analysis methods. The results of the survey indicate that most respondents may have unknowingly purchased GM food. Further, the respondents reported that they likely had known about or had heard of GM food. In addition, the survey indicated that the amount of knowledge possessed by the respondents regarding GM food greatly affected their perceptions of this type of food. These findings will contribute to the current GM food market by providing the food market with additional information relating to the consumers' perceptions of GM food.

• Asia Marketing Journal
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• 제19권2호
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• pp.1-24
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• 2017

This article empirically examines the relationship between values, consumer innovativeness, online opinion leadership, and new product adoption behavior utilizing wearable technology as the overall unit of analysis. The authors analyze data collected from SNS users who possess one or more wearable devices using a structural equation modeling approach to examine the direct effects. Moreover, a bootstrapping approach is adopted to explore the indirect effects between the constructs. The results indicate that consumers who value stimulation and hedonism are more inclined to possess stronger consumer innovativeness. Consumer innovativeness also positively influences online opinion leadership, ultimately leading to the faster adoption of new products. The mediating effect of consumer innovativeness between the value stimulation and online opinion leadership is also confirmed. In addition, although consumer innovativeness has no direct effect on new product adoption behavior, it does have an indirect, mediating effect through online opinion leadership.

• 유통과학연구
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• 제19권7호
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• pp.5-17
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• 2021

Purpose: The distribution of goods and the flow of information, determined by consumer behavior toward online shopping, is drastically popular worldwide. This study examines some factors such as brand trust, online sales promotion, consumer personality, delivery service, quality assurance, information search, and online consumer satisfaction influence online shopping behavior. Research design, data, and methodology: A constructed questionnaire in an online survey was conducted with 241 random cluster respondents in the greater Jakarta Area. Structure equation model was utilized to analyze and verify all the data. Results: Research finding indicates online sales promotion, delivery service, quality assurance, and online consumer satisfaction positively influence information search. Meanwhile, brand trust, quality assurance, and information search positively influence online shopping behavior. However, the result illustrates that consumer personality negatively influences both information search and online shopping behavior. Conclusions: To influence online shopping behavior, the most important factors that need to be considered by marketplaces are quality assurance. It positively motivates Indonesia's citizens to collect information and make unplanned purchases. The study finding can be a reference for brands to maintain and build outstanding product quality, an informational website, and an excellent marketing strategy so that customers can meet their expectations. Besides, it also broadens both companies' and individuals' knowledge about the digital revolution on consumer behavior.

• 대한가정학회지
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• 제43권7호
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• pp.23-35
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• 2005

This study examined the consumer complaining behavior after purchasing functional health foods and investigated the variables which influence public and private consumer complaining behavior. The subjects of this study were 206 consumers who were dissatisfied after purchasing functional health foods. The survey was conducted during September. 15-October 6, 2003. Percentiles, frequencies, means, $X^2$ and logistic regression were utilized for data analysis with SPSS program. Major findings were as follows: 1 The groups reporting public complaining behavior were over college graduate, high income workers, professional and clerical workers(demographic variables). Purchasing related variable were high purchasing price, strategy of sales person and. ad, purchasing channel through door to door sales, telemarketing, multi level sales, and home shopping, purchasing purpose of weight control and cosmetic. 2. The groups reporting private complaining behavior were high school graduate, low income workers, housewives and the unemployed(demographic variables). Purchasing related variable were low purchasing price, the case of consumer need, purchasing in the shop, purchasing purpose of health restoration.

• 보건행정학회지
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• 제20권3호
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• pp.138-156
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• 2010

Objective : The purpose of this study is 1) to understand the information-searching behavior of health care consumers ; 2) to examine the relationship between the information-searching behavior of health-care consumers and regulatory variables such as socioeconomic factors, characteristics of medical utilization, and perceived risks ; and 3) to determine the factors that affect consumer satisfaction, especially with respect to information-searching behavior. Method : The data for this study were collected from 838 respondents in five university hospital located in three areas?Seoul, Gyeonggi province, and Chungchong province. As the first step of the study, we conducted a preliminary survey from September 23?26, 2008. At the second step, we conducted a survey on the effect of information-searching behavior on those individuals who had visited. Furthermore, personal interviews were conducted through a face-to-face survey between September 30 and October 17, 2008. Results : The major research findings that were obtained from the study were as follows : First, the age, educational level, and residential district were associated with information source utilization. Second, the level of information searching effort and quality of service had a significant effect on consumer satisfaction. Conclusion : These results show that it is essential for marketers to have in-depth knowledge about the young and educated people who actively search for information and about those who are in the prime of their life and rely on word-of-mouth communication from personal and experi in-al informers. Therefore, marketers should develop different marketing strategies to meet the needs of such consumers.

• 대한가정학회지
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• 제12권2호
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• pp.581-600
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• 1974

The purpose of this study is clarify consumer problem on the basis of understanding consumer behavior, that is, to make explicit the effect of economic levels and educational background upon consumer consciousness and consumption behavior. The data in this study is from a survey in 1973 by means of a questionnaire of the opinions of 200 housewives of Seoul. The ${\chi}^2$(Chi-Squire) was applied for the statistical analysis of the data and following results were found. Generally consumers lack understanding of economic matters and satisfactory consciousness on matters of consumption life. And there is significant difference among the class on several matters. That is, the lower economic level and educational background are, the lower the understanding of economic matters and consciousness of satisfaction are. So the consumer education must be carried out for lower class of economic level and educational background. And in the present awakening of salers and makers is needed for consumers.

• 아동학회지
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• 제27권6호
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• pp.167-181
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• 2006

The subjects of this study of the effects of a consumer education program were 22 experimental and 21 control group children aged five in 2 classes of D day care center in J City. The 14 week consumer education program, based on Lee Ki Soak et al.(1998), was composed of sixteen activities covering five areas relating to curriculum themes, and three activities designed to be employed continuously regardless of the curriculum themes. Pre-, post-, and follow-up surveys were conducted using the consumer behavior questionnaire for mothers. Results showed immediate overall positive effects, including improvement in resource management behavior among sub-areas of consumer behavior. Continued effects of the program were validated by the follow-up survey conducted 4 month after the training program ended.

• 한국의류학회지
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• 제26권2호
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• pp.280-291
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• 2002

This study was to apply FLC(Fashion Life Cycle) concept with extended PLC(Product Life Cycle) theory of marketing for a basis. This article was particularly analyzed relations between demographic variables and fashion lifestyle toward consumer's behavior at decline stage of FLC empirical study was to target women's formal dress. Data were collected from the adult females residing in Youngnam district. Sampling were peformed pretest and main survey. Total 386pcs of answers were used for final analysis. The results of analysis were as follows. First, Hypothesis 1 & 4 were showed meaningful differences between fashion lifestyle patterns and consumer's behavior at decline stage of FLC according to demographic characteristics. Second, Hypothesis 2 also was adopted meaningful differences of consumer's hoarding behavior at decline stage of FLC in accordance with fashion lifestyle patterns. Third, Hypothesis 3 of fashion lifestyle patterns which has related consumer's recycling behavior at decline stage of FLC was rejected. In conclusion, This article discusses implication of fashion marketing strategies and summaries..

• 유통과학연구
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• 제21권4호
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• pp.35-45
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• 2023

Purpose: The study's objective was to examine the impact of brand personality dimensions on consumer behavior for laptop purchases in Nepal. Research Materials and Methods: The study included descriptive and explanatory research designs. A structured questionnaire with a purposive sampling method was employed to gather the necessary information for the study. The survey data were analyzed using a quantitative approach. The study used descriptive statistics to characterize the response conditions. Correlation analysis was used to investigate the relationship between brand personality dimensions and consumer behavior. Regression path analysis was employed to identify the effect of brand personality dimensions and consumer behavior. Results: The result of regression path analysis showed that the three dimensions - competency, ruggedness, and sophistication, have a significant effect on consumer behavior, and the two dimensions- sincerity and excitement do not have a substantial impact on consumer behavior in laptop buying in Nepal. Conclusions and Implications: Such findings can serve as pioneering empirical evidence and provide a framework for marketers and future studies in various scenarios. The study's findings can help marketing managers in handling information management. Manufacturers, wholesalers, and retailers can also use the results in formulating marketing strategies, and marketers need to be aware of such considerations for influencing consumer behavior.