• Human Ecology Research
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• 제53권3호
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• pp.293-307
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• 2015

Social commerce has a large impact on the emergence of the concept of society and individual lives that is recognized as one of the most important business areas in the Internet environment. A marketing agency, Trend Monitor (http://www.trendmonitor.co.kr), conducted a survey on social commerce usage and satisfaction level; subsequently, we used survey result data from 221 adult males and females for our research sample. Data analyses were conducted by reliability test, confirmatory factor analysis, t -test or one-way analysis of variance, and structural equation model (SEM) with IMB SPSS ver. 21.0 and ver. AMOS ver. 21.0. This study focused on multi-dimensional consumer innovativeness and found three elements of acceptability, competence, and distribution. Empirical verification through SEM presented data that suggests the three consumer innovativeness factors have a direct positive effect on social commerce that causes factors to indirectly affect satisfaction levels. This study indicated that the main consumption patterns in modern society take advantage of social commerce and satisfaction by improving a market economy to promote restoration. First, this study considers consumer innovativeness to have three factors. Secondly, research results help to understand relations between consumer innovativeness, use and satisfaction with social commerce that can help the social commerce industry establish effective market strategies through consumer innovativeness. The conclusion discusses implications for academic research and marketing strategies.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제16권6호
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• pp.1935-1952
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• 2022

Consumer innovativeness plays a vital role in explaining consumer dynamics, such as adoption, usage, and behavioral intention, in the new world of disruptive online media. This empirical study aimed to examine the importance of consumer innovativeness and digital literacy in the adoption and expansion of new technology-based media services, focusing on OTT services. Extending the theory of adoption of new technologies by innovators to new media environment centered on OTT services, it examines the influence of the four dimensions of motivated consumer innovativeness on OTT service usage. The Korea Media Panel Data of 2019, where overall ICT usage and media consumption of a broad panel of respondents was collected, was used for the analysis. From the data of 10,864 respondents, 4,031 (37.1%) were found to have experience in using OTT services. To clarify the mediating effect of digital literacy on the correlations between cognitive innovativeness of consumers and their use of OTT services, Process Macro Model 4 was used. The bootstrap method was applied to reveal that all four dimensions of consumer innovativeness have a significant indirect effect on new media usage through digital literacy, thus indicating how digital literacy plays an important role in the spread of new digital services in addition to consumer innovativeness. The findings are important in that they can help in the efforts to introduce new technologies to the public and educate them to improve their digital literacy so that they can enjoy the complete experience of using these new digital products.

• 대한가정학회지
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• 제42권2호
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• pp.69-82
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• 2004

The purpose of this study is to evaluate a practical consumer education program for kindergarten children and to investigate whether consumer education affects their consumer knowledge and consumer behavior. The subjects of this study were 32 5-year-old kindergarten children who participated (experimental group) and 25 kindergarten children who did not participate (control group) in the consumer education program. Consumer education was held for 6 hours twice a week during October 8 to 29, 2002. Questionnaire surveys were conducted before and after the education program. Percentiles, frequencies, means, and ANCOVA were utilized for data analysis with SPSS program. The results of this study showed that consumer education had very positive and significant effects on consumer knowledge (p<.01) and consumer behavior (p<.05) among kindergarten children. Furthermore, consumer education for only three weeks had effectively enhanced kindergarten children's ability as consumers. These results imply that consumer education should be served periodically and systematically from an early age. Diverse subjects and teaching methods must be developed and utilized for consumer education of kindergarten children.

• 산업경영시스템학회지
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• 제29권2호
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• pp.83-91
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• 2006

Internet shopping mall has become a huge distribution channel with dramatic growth in recent years. The number of consumers has exponentially increased as the scale of shopping mall has been large so that shopping malls with thousands or millions of consumers become a general case. However, it is essential to evaluate whether current assortment of consumers is proper or not in the strategic aspect in order to operate Internet shopping mall effectively and gain profits. That is, it is important to evaluate whether consumer strategy of corporation is proper or not from the corporation. Despite this business importance, consumer assortment has not been evaluated well and related study is not sufficient. This study supposes a framework for consumer assortment evaluation, which evaluates whether consumer assortment of Internet shopping mall is proper or not. In the framework for consumer assortment evaluation, analysis data based on order data and consumer data in database is made. Then, four factors, consumer maintenance rate, consumer profitability, consumer securing rate and consumer conversion are setup, and 22 measurement indexes are drawn. Finally, a consumer assortment evaluation score card is made by integrating them. This study has applied a supposed framework to a domestic typical community based shopping mall, and it is expected that the evaluation result will be used as informant strategic information to operate the shopping mall effectively.

• 한국가정과교육학회지
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• 제12권2호
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• pp.15-28
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• 2000

The purpose of this study were to identify consumer educational needs of elementary school teachers and to analyze the factors affecting it. The data for the analysis were collected by structured questionaires and consisted of 253 elementary school teachers living in Taegu city. The descriptive statistics, t-test and one way ANOVA with Scheffee test were used to analyse the data. The following is summary of major findings. 1. Teachers though that the topics related to environment protection and consumption value were the most important in the consumer education of elementary school among the five topics. These topics were also very emphasized in the current elementary school curriculum. The topics related to consumer citizenship and buying were ranked as the highest scores of the educational needs of teachers. Therefore these topics should be emphasized in the future consumer education curriculum of elementary school. 2. The age, sex and period of educational career of teacher. teacher’s perception of student’s and teacher’s interests about consumer education and teacher’s wants of on-the job traing were found to be the factors affecting consumer educational needs of elementary teachers.

• 가정과삶의질연구
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• 제6권1호
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• pp.27-38
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• 1988

The objectives of this research; (1)To measure levels of the wife consumer competency and consumer role satisfaction (2) To investigate the sociodemographic variables influencing consumer competency (3) To determine the relationships of consumer competency and consumer role satisfaction (4) to provide the basic data useful for consumer education policies. For the evidence of this topic, research was conducted 370 wives in seoul. The major findings were; 1)Among the component of consumer competency consumer attitudes scores are highest and consumer knowledge scores are lowest. This implies that consumer education is necessary for the wife to obtain consumer knowledge. 2) Consumer skills differ significantly age and occupation and consumer knowledge differ significantly education and income 3) Resulting form multiple regression analysis, consumer competency had the positive linear relationships with the variables such as education, age and income.. The most influential variable is education, in turn age and income. but income is not statistically significant. 4) There are positive relationships among consumer attitudes, consumer knowledge and consumer skills. 5) consumer role satisfaction has positive relationship with consumer competency, Among components of consumer competency, the relationships of consumer role satisfaction and consumer knowledge is not statistically significant. This implies that consumer education for increasing consumer role satisfaction is necessary for the wife to obtain consumer skills and consumer attitudes.

• 한국생활과학회지
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• 제24권4호
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• pp.587-601
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• 2015

The purposes of this study were to segment outdoor wear market based on consumer knowledge and consumer demand for function/design development, and to examine the differences of demographic characteristics and purchase behavior among the segmented markets. Data were collected using a questionnaire survey. Respondents were adults aged over 20 and who have experiences of purchasing outdoor wear. The survey was made up of the questions on consumer knowledge to outdoor wear, consumer demand for product development, purchase behavior, and demographic characteristics. Frequency analysis, descriptive analysis and chi-squared test were used to conduct the data analysis on 454 questionnaires. The results of this study were as follows. It showed that the consumer knowledge was a little high and the consumer demands for function/design development were high. Six segmented markets based on consumer knowledge and consumer demand for function development were significantly different in terms of gender, income, purchase frequency and total item holdings. Also, six segmented markets based on consumer knowledge and consumer demand for design development were significantly different in terms of age, income, purchase frequency, purchase objective, purchase place and total item holdings. Compared to the segmented markets based on the consumer demands for product development, the gender was the key of the marketing strategies for the segmented markets by the consumer demand for function development while the age was the one in the markets by the consumer demand for design development. After considering all the results, the characteristics of the segmented markets were made out and the marketing strategies were established.

• 복식문화연구
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• 제19권6호
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• pp.1247-1258
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• 2011

This study aimed to clarify the relationships among the characteristics of consumers and their influence on fashion leadership. Two kinds of variables were investigated in this study: centrality of visual product aesthetics and consumer innovativeness as personal characteristics, and role-relaxed consumption and consumer susceptibility to interpersonal influence as interpersonal characteristics. Data were gathered by surveying university students in the Seoul metropolitan area, using convenience sampling, and 322 questionnaires were used in the statistical analysis. In analyzing data, correlation analysis, factor analysis, and regression analysis were conducted. Factor analysis on the centrality of visual product aesthetics revealed three sub-factors: value, acumen, and response intensity. Meanwhile, factor analysis for consumer susceptibility to interpersonal influence revealed two sub-factors: informative and normative conformities. However, consumer innovativeness, role-relaxed consumption, and fashion leadership revealed only one factor. Regression analysis showed that visual product aesthetics, especially acumen and response intensity, were the most influential factors; furthermore, consumer innovativeness and normative conformity had positive influence on fashion leadership. However, role-relaxed consumption had negative influence on fashion leadership.

• 유통과학연구
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• 제19권4호
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• pp.37-51
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• 2021

Purpose: The purpose of this study is to provide a basis for establishing a policy to promote the export of Korean goods through the economic ripple effect of the Korean Wave. From 2001 to 2017, cultural goods exports and consumer goods exports data to 102 countries were used to estimate the effect of cultural goods exports on domestic consumer goods exports. Research design, data and methodology: Based on the Gravity Model, we analyzed the effects of domestic film, publishing, music, broadcasting, clothing, cosmetics, processed food, IT products, and automobiles on the export of consumer goods. Results: The empirical analysis estimated the trade creation effect of exports of cultural products driving exports of consumer goods and found that a 1% increase in exports of cultural products increased 0.136% in exports of consumer goods. Conclusions: The average rate of change in consumer goods exports due to changes in cultural product exports was 22.44, which could be interpreted as an increase of $2,244 in exports of consumer goods such as IT products, cosmetics, clothing, and processed foods. According to the analysis of export-driven effects of each consumer item by dividing cultural products by sector, the effects of export of processed foods, clothing, cosmetics, IT products, and film, music, publishing exports were statistically significant.

• 가정과삶의질연구
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• 제6권1호
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• pp.39-50
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• 1988

The objectives of this study were (1) to find out if consumer attitude variables, that is, attitude on post-industrial age consumer value, attitude on consumerism, have significant effects on consumer role performance, (2) to find out if socio-demographic variables, that is, age, educational level, family income, social status, have significant effects on consumer role performance, (3) to examine the independent influences of variables related to each subarea consumer role performance. The data used in this study inclued 573 homemakers living in Seoul. Statistical methods were ANOVA and Multiple Regression Analysis. Major findings were as follows;1) consumer role performance and each subarea consumer role performance differed significantly according to all the variables related to consumer attitude. 2) All the socio-demographic variables had significant effects on consumer role performance. 3) Resulting from multiple regression analysis, consumer role performance and all the subarea consumer role performance had the positive liner relationships with the variables such as attitude on post-industrial age consumer value, attitude on consumerism, educational level, The most influencial variable was attitude on post-industrial age consumer value, and in turn educational level and attitude on consumerism.