• Asia Marketing Journal
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• 제26권3호
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• pp.201-212
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• 2024

Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating influence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our findings, derived from a series of linear regression models, reveal that OBA significantly affects consumers' impulse buying, with this effect mediated by consumers' attitudes toward OBA. Moreover, consumers' privacy concerns weaken the positive effect of OBA on attitudes. Notably, we observe significant cultural differences, with these effects primarily manifesting in the Korean sample. Our study provides valuable insights for creating effective online advertising strategies that contribute to consumers' purchase funnel, ultimately leading to purchases, while addressing privacy concerns and cultural variations.

• 디지털융복합연구
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• 제19권6호
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• pp.143-162
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• 2021

국내 순수전기차 시장은 초기 시장형성 단계이므로 보급확대를 위해서는 고객의 순수전기차에 대한 인식과 구매 의사에 관한 연구가 필요하다. 본 논문은 고객세분화를 위한 이론적 프레임을 전기차 사용 경험 전후에 고객의 전기차 구매 의사를 기반으로 도출하였다. 특히 순수전기차 사용 경험이 있는 서울 및 제주지역 응답자만을 대상으로 한 설문조사를 통해 고객의 구매 의사와 우려 요인들을 실증분석하였다. 로지스틱 회귀모델의 분석 결과, 경험 고객이 차내 냉난방기기에 대한 우려가 클수록 고객의 구매 의사는 감소하고, 고객의 전기차의 일일 주행거리가 길수록 구매 의사는 증가한다. 또한 순차형 프로빗 모델의 분석 결과, 경험 고객의 전기차의 주행거리, 사고 시 A/S, 경사로 주행에 대한 우려가 클수록 고객이 냉난방기기에 대해 우려가 증가했다. 본 논문은 정책입안자 및 기업에게 전기차 관련 고객세분화, 연구개발, 마케팅 전략, 지원정책 수립과 관련하여 시사점을 제공할 수 있다.

• 한국식품조리과학회지
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• 제25권6호
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• pp.655-662
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• 2009

This study investigated foreign consumers' perceived brand image of Korean food by applying the factor analysis research method. Questionnaires were distributed to 600 foreigners visiting Korea, from September 1 to 21, 2008. A total of 416 questionnaires were returned, of which 70 unusable questionnaires were excluded and 346 were used in the final analysis. SPSS 12.0 was employed for the statistical analysis. According to the factor analysis results, the brand image of Korean food were classified into four factors, 'premium concerns', 'novelty concerns', 'health concerns', and 'popularity concerns', where 'health concerns' had the highest mean score among the factors. The results also showed that the respondents perceived Korean food as 'healthy' and 'organic', but not as 'feminine' or 'high-grade', particularly respondents who were Japanese and Chinese. Additionally, the respondents were divided into two groups by degree of preference for Korean food. No significant differences existed between the two groups except for the attribute 'family-oriented'. Overall, the results suggested that the representative brand image of Korean food is 'healthy', which also corresponds with recent food consumption trends and Korean food characteristics.

• 대한가정학회지
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• 제41권10호
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• pp.117-128
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• 2003

This study investigated the consumers' awareness and information needs towards foodborne illness. Data were collected from 504 adults in Seoul, Daegu and Busan by the self-administered questionnaire. Frequencies, $X^2$ test and regression analysis were conducted by SPSS Windows. The results of this study were as follows: (1) the consumers' concerns and information needs about foodborne illness were generally high, (2) about four-fifths of the subjects were extremely worried about foodborne illness caused by fish, (3) about two-thirds answered that the major factor of foodborne illness in cooking was unfreshed or contaminated food stuffs, (4) the respondents primarily wanted to get the information about the method to choose fresh food, and (5) the result of the regression analysis showed educational attainment and concerns about foodborne illness were the factors affecting the consumers' information needs.

• 한국식품조리과학회지
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• 제7권3호
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• pp.37-46
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• 1991

The objectives of the study were to provide the basis for nutrition education for consumers so that they could select nutritious and balanced fast foods and to promote menu items for fast foods franchisers by addressing nutrition and health. Nine franchisers (3 hamburger, 3 noodles and 3 chicken) were surveyed in terms of their nutritional concern for product development, and 360 consumers were interviewed at 36 fast food chains to assess their perceptions of nutrient adequacy of fast foods. The taste of foods was being addressed most when developing menu items in surveyed franchisers but nutrition and variety of menu were being considered least. Hamburger chain franchisers showed greater nutritional concerns in promoting menu items than noodles or chicken chain restaurants. Their nutritional concerns include utilization of nutritional information as promotion of menu item, providing nutrition information of menu item to consumers, and evaluating nutritional balance of their menu items. As a result of INQ evaluation of combined fast food selected by consumers for a meal, the desirable case of both nutritious and adequate in calorie was 14.7%, nutritious but lack in calorie was 44,1%, adequate in calorie was 24.5%, and undernutritious and lack in calories was 21.6%, 45.7% of snack selected by consumers had more calories than needed for a meal.

• 농업과학연구
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• 제36권2호
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• pp.245-260
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• 2009

Environmentally friendly agricultural products(EFAPs) are on an increasing trend of supply, but not much enhancing the rate of consumption due to higher premiums and consumers' safety concerns. In order to enlarge the consumption of EFAPs and secure the income of the producing farmers, wholesale market should increase the treating amount of EFAPs and introduce traceability system for satisfying consumers' safety concerns. The purpose of this study is to present strategies of traceability system in wholesale market for environmentally friendly agricultural products. For this purpose, current traceability systems that are introduced and managed by government and private association are examined. For the successful management of the EFAPs' traceability system in wholesale market, the trading system, the functions of wholesale market, the level of consumers' safety concerns, and the managing costs should be considered.

• 한국식품영양학회지
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• 제22권3호
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• pp.338-344
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• 2009

This study analyzed consumers' willingness to pay for price increases to avoid the purchase of GM foods by the expansion of GMO labeling. The subjects were asked about their knowledge of GM, concerns of potential hazards, and sources of obtained GM information. The logit model was employed and marginal effects were calculated to interpret the results. The results showed that consumers who perceived the safety of GM technology were less likely to pay for price increases, while consumers who had concerns about GM foods were more likely to pay. In addition, the study demonstrated that consumers residing in urban areas and with low levels of education and income were also less likely to pay for price increases.

• 대한가정학회지
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• 제41권1호
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• pp.15-26
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• 2003

The purpose of this study was to examine the consumers' awareness and information needs towards pesticide residues and to find out the factors affecting the information needs. Data were collected from 506 adults in Seoul, Daegu and Busan by the self-administered questionnaire. Frequencies, X²tests, and regression analysis were conducted to analyze the data by SPSS Windows. The results of this study were as follows: (1) many respondents showed the high concerns and information needs for pesticide residues (2) many people worried to eat vegetables, fruits and cereals in turn due to pesticide residues, and did not trust the results from food safety tests by the government, and (3) age, educational attainment and concerns about pesticide residues were factors affecting the consumers' information needs.

• 한국의류학회지
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• 제32권5호
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• pp.777-787
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• 2008

The purpose of this study is to identify impacts of adolescent consumers' assertiveness and appearance concerns on their buying behaviors when they buy school uniforms. This research examined information sources and purchase evaluative criteria as related variables of clothing buying behaviors. The Internet survey was carried out to middle and high school students in Seoul. A total of 907 data were analyzed by factor analysis, frequency analysis and step-wise multiple regression analysis. The results of this study were as follows: From a result of factor analysis on adolescent consumers' assertiveness, appearance concerns and information sources and purchase evaluative criteria for buying school uniforms, each four variances showed factorial structures clearly. School uniform consumers' assertiveness and appearance concerns had significant influences on information sources and purchase evaluative criteria. Especially, an impact of conformity appearance concern was inclined to be high on information sources and purchase evaluative criteria.

• International Journal of Advanced Culture Technology
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• 제11권2호
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• pp.366-374
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• 2023

Growing environmental awareness around the world has made environmental issues increasingly important in business. While most past research has focused on consumers' sustainable morals and lifestyles as the main motivations for eco-friendly consumption, few studies have examined the effect of traditional marketing programs on sustainable consumption. In this study, the author posited that delicate visual cues in store retail environments, particularly visual cues of the store interiors, affect the ways consumers evaluate the brand. The author specifically tested the effect of visual congruence, or the perceived fit between brands and visual cues in retail atmospheres, on perceived brand image and trust. The results of the online survey of 622 U.S. consumers indicated that visual congruence has a significant positive effect on consumer trust in the brand. The author also hypothesized that environmental concerns would moderate the relationships. consumers' subjective environmental concerns do not moderate the positive effect of visual congruence on trust in the brand.