• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.447-460
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• 2017

The purpose of this study is to investigate the factors affecting consumer resistance of smart watches, focusing on consumer groups. SPSS 19.0 was used to conduct a descriptive analysis and multi regression analysis of the data. This study is based on the questionnaire data of 407 consumers. The results of this study are as follows. First, the relative advantage was identified as a factor in reducing consumer resistance across all gender and age groups. Second, complexity has been identified as a factor that increases the consumer resistance of female consumers, and consumer groups in their 20s and 40s. Third, esthetics was found to reduce consumer resistance in men, women, and the consumer group in their 20s. Fourth, subjective norms were identified as a factor reducing consumer resistance in women and in consumer groups in their 20s and 30s. Fifth, the risk of privacy was identified as a factor in increasing consumer resistance in men and the consumer group in their 40s. The results of this study can be helpful to understand consumer resistance to smartwatches.

• Korean Journal of Human Ecology
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• v.18 no.4
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• pp.945-958
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• 2009

This study is to examine the factors affecting success of business withhigh accomplishments in customer recognition and financial aspect in the fashion industry. In addition, through survey on consumers and interviews on industry officials who concerned fashion brand, perceived success factors were compared between consumer and industry groups. This study selected a total of 20 brands, which were 5 brands per 4 categories(e.g., women, men, sports and casual wear), with high customer satisfaction and customer loyalty in consumer's perspective and high revenues, revenue growth, and profit rate in 2004 in a financial perspective. The survey on consumer group and interviews on officials in industry were conducted simultaneously. One thousand respondents were obtained from survey on consumers and 40 respondents were obtained from interviews on industry officials. Multiple regression analysis and t-test were used for data analysis via the SPSS 12.0 program. The result of this study was as following. From a consumer perspective, respondents recognized that both consumer satisfaction and brand revenues were positively related to brand factors of consumer, product and marketing. From an industry's perspective, consumer, product and marketing factors affected consumer satisfaction as a brand success factor. In comparison of perception difference in brand success factors between consumer and industry groups, industry group was more likely to concern about the importance of brand success than consumers. In addition, the consumer group perceived the most highly consumer factor as a brand success factor, followed by product and marketing and external environment factors, while industry group did in order of consumer, marketing, product, and external environment factors, which indicated significant difference in perceptions of the two groups. Through this study on consumer satisfaction to improve positive and amicable buying behavior and comparative analysis on difference of perception of consumers and industry on factorsfor financial ability and revenue increase, the foundation for strategy establishment of brand distinction in fashion industry can be provided.

• Journal of Fashion Business
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• v.20 no.3
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• pp.54-67
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• 2016

The purpose of this study was to investigate the The effect of fashion consumer's need for uniqueness in their clothing purchase behavior and switching intention. A total of 332 cases were included as the subjects of this study and a survey method was used. The data were analyzed by factor analysis, reliability analysis, t-test and multiple regression analysis using the SPSS 22.0 statistical program. The results were as follows. 1. The 3 dimensions (creative choice, unpopular choice, and avoidance of similarity) were extracted from the consumer's need for uniqueness and consumer divided high uniqueness group, middle uniqueness group, low uniqueness group. 2. The 3 factor (esthetic, functional, practical) were extracted from the clothing selection criteria. The three group had a significant difference in clothing selection and switching intention. Aesthetic factor and practical factor were the highest in high uniqueness group. 3. The need for uniqueness has influence on the aesthetic factor and practical factor. The creative choice factor had positive effect on the aesthetic and practical factor, yet unpopular choice factor had negative effect on the practical factor. The need for uniqueness and aesthetic factor has positive influence on brand switching intentions. 4. There was difference in unpopular choices factor by gender. A monthly average expenditure on fashion products had a significant difference in three kind of need for uniqueness. Results of this study provide a basis understand need for uniqueness and their effect on consumer behavior.

• The Research Journal of the Costume Culture
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• v.25 no.5
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• pp.593-610
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• 2017

In order to identify the antecedents of internet purchasing intention toward fashion items, this study examines shopping-related variables as both direct antecedents of internet purchasing intention, and as indirect antecedents of internet purchasing intention through online-related variables. Impulse buying and market mavenism were considered as shopping-related variables, whilst online interaction readiness and online consumer procrastination were considered as online-related variables. It was hypothesized that impulse buying and market mavenism not only directly influence purchasing intention toward fashion items, but also indirectly influence it through online interaction readiness and online consumer procrastination. Data were gathered by surveying university students in Seoul using convenience sampling. A total of 286 questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of market mavenism, impulse buying, and online consumer procrastination revealed one dimension, whilst the factor analysis of online interaction readiness revealed two dimensions: 'online relationship' and 'internet role.' Tests of the hypothesized path proved that impulse buying indirectly influences internet shopping intention only through online consumer procrastination, whereas market mavenism influences internet shopping intention indirectly through both online interaction readiness and online consumer procrastination. The results will be useful for Internet shopping mall marketers and for future study.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.7
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• pp.1050-1060
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• 2009

This study develops a scale for consumer clothing satisfaction based on Lee et al. 's (2002) five stages of the consumer life cycle (acquisition, possession, consumption, maintenance, and disposal). Data were gathered by surveying college students using convenience sampling, and 419 questionnaires were used in the statistical analysis. In analyzing the data, an exploratory factor analysis and a confirmatory factor analysis using a structural equation modeling were conducted. The proposed scale, which identified various sources of satisfaction and dissatisfaction associated with the 5 consumption cycles of clothing, suggests some guidelines for marketers in enhancing consumer clothing satisfaction across consumption stages. The model test for the scale also identified that consumption satisfaction had the greatest effect on consumer clothing satisfaction showing the strongest loading and squared multiple correlation.

• The Journal of the Korea Contents Association
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• v.14 no.11
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• pp.133-142
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• 2014

The purpose of the present study is to develop and validate the scale measuring consumer empathic response to advertising drama. Through a series of consumer surveys and factor analyses, the Consumer Empathic Response to Advertising Scale (the CERA scale) containing 11-Likert format items was developed. The CERA scale consists of three factors which are empathic understanding, identification, and vicarious emotional response. The CERA scale improves the content validity of the existing consumer empathy scales by including identification factor which has been ignored.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.910
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• pp.1197-1207
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• 2004

The purpose of this study was to identify the impact of materialism on the attitude toward purchasing foreign luxury brands and the moderating effect of consumer ethnocentrism on this impact. Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 325 questionnaires were used in the statistical analysis. In analysing data, confirmatory factor analysis and path analysis were conducted using structural equation modeling. Results showed that success factor of materialism gave rise to negative attitude toward purchasing foreign luxury brands while centrality factor of materialism spurred positive attitude. Consumer ethnocentrism also showed a significant effect as a moderator on the relationship between materialism and attitude: The relationship between materialism and attitude was stronger among subjects who had lower consumer ethnocentric tendencies than among subjects who had higher consumer ethnocentric tendencies.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.66
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• pp.285-312
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• 2015

Export and import of food, agriculture, forestry, fishery products are suffering from low growth rate due to the European financial crisis, global recession, and Japan's 2012 export expansion following the aftermath of 2011 earthquake. Upon the signing and enactment of Free Trade Agreement with the U.S. and the EU, agriculture and fishery product have become the center of attention. Agriculture and fishery was reported to be 80million dollars, 1.46% of total national export, in 2012. Starting from2000, South Korea's government began its effort to expand agriculture and fishery export and as a result, export has steadily increased despite decreased consumption led by global recession. K-Sure has started an insurance program with the purpose of promoting SME business's export. It protects SME business against risk arising from credit, emergency, bad debt, and domestic price increase. This study aims to evaluate the service quality of K-Sure's insurance program via surveying SME businesses in the agriculture and fishery industry. Also this study will identify key service factors for SME businesses and explore ways to expand SME exports of agriculture and fishery by analyzing consumer satisfaction index. Results indicated service product quality factor, service communication quality factor, and social quality factor was key to improving consumer satisfaction for SME businesses in agriculture and fishery industry. Service product quality factor had a negative effect on consumer satisfaction in term of variety and results indicated that service communication quality factor's responsiveness element had minimal impact on consumer satisfaction. Conversely, all elements for social quality factor had positive effects on consumer satisfaction. Thus, leading to the conclusion that improvements in service product quality factor and service communication quality factor will indeed increase consumer satisfaction.

• Korean Journal of Agricultural Science
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• v.45 no.4
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• pp.889-903
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• 2018

The purposes of this study were to classify consumer types and to analyze purchase behavior depending on food safety attitudes related to the Fukushima nuclear accident. Based on the consumer survey data, factor analysis and cluster analysis were done to classify consumer types. Applying factor analysis, six factors with a total variance of 73.4% were extracted from 22 basic variables. The 6 factors were termed 'anxiety from ingesting agricultural and fishery products after the nuclear accident', 'importance of food safety when purchasing food', 'reduced rate of purchases of agricultural and fishery products after the accident', 'importance of food prices', 'socio-demographic characteristics' and 'family composition'. Using cluster analysis, consumers were classified into 5 types using the factor scores of 6 factors. The main results are as follows. For every consumer type, the anxiety about imported agricultural and fishery products was higher than that for domestic products after the nuclear accident. The food safety attitudes of consumers were mainly formed by the socio-demographic characteristics. Consumer types with high-education and high-income responded flexibly to the food safety concerning the accident; especially, the consumer type with a high-income and kids under 19 responded very reasonably to the accident. However, consumer types with a low-income and aged over 50 or less than 30 years were the least responsive to the accident, mainly due to financial restrictions. Thus, we suggest some food safety strategies and policy implications based on consumer type for food safety after the accident.

• The Research Journal of the Costume Culture
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• v.21 no.4
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• pp.562-575
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• 2013

The purpose of this study was to test the determinants of fashion savvy. As determinants, this study examined fear of negative evaluation by others and self esteem as subject-related variables and consumer confidence in fashion decisions as the product-related variable. It was hypothesized that fear of negative evaluation and self esteem influence fashion savvy both directly and indirectly through consumer confidence in fashion decisions. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, factor analysis and path analysis were conducted. Tests of the hypothesized path show that one factor of fear of negative evaluation and self esteem influence fashion savvy directly and indirectly through consumer confidence in fashion decisions. More specifically, 'fear of negative impression and judgment' factor negatively influences 'marketing literacy' and 'consumer selfefficacy' of fashion savvy, whereas self-esteem positively influences 'consumer self-efficacy' of fashion savvy. In addition, consumer confidence in fashion decisions influences all six factors of fashion savvy. The implications of these findings and suggestions for future study are also discussed.