• 융합경영연구
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• 제11권4호
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• pp.89-99
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• 2023

Purpose: This study explores the relationship between future time perspective and older consumers' masstige product consumption, specifically, their intention to purchase masstige brand products, with a focus on their motivational drives from an functional value and symbolic value perspective. Research design, data and methodology: Data were collected through an online questionnaire from 419 people aged 54 to 64 years in South Korea and the hypotheses were examined using structural equation modeling. Results: Our results indicated that middle-aged and older consumers who have expanded future time perspective have higher intention to purchase masstige brands and their functional value and symbolic value of masstige brands were found to mediate future time perspective and intention to purchase masstige brands. Conclusions: The findings offer insights into masstige brand consumption by older South Korean consumers that may be useful for both academics and marketers.

• 인삼문화
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• 제5권
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• pp.97-114
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• 2023

인삼에 관련된 수많은 연구에도 불구하고, 인삼을 경제, 경영학적 관점에서 다루는 논문은 부족한 편이다. 최근 인삼제품을 구매하는 원인을 경제학적으로 밝히려는 연구가 주목을 받고 있다. 본 연구는 미시경제학적 관점에서 국제관광소비자의 인삼구매 요인을 실증적으로 분석하는 것을 목적으로 한다. 이를 위하여 설문자료를 통해 대한민국을 방문하는 국제 관광소비자가 인삼 및 인삼 관련 제품을 구매하는 형태를 실증적으로 조사하였다. 그 결과를 이용하여 인삼을 구매하는 데 영향을 미치는 결정요인을 다항 로지스틱 모형(multinomial logistic model)을 활용하여 분석하였다. 분석 결과 다음과 같은 인삼 구매 결정요인을 발견하였다. 첫째, 경제적 요인은 인삼구매의 중요한 결정 요인이 가구소득보다 가처분소득(일일평균 지출비용)이 인삼 구매에 미치는 영향이 컸다. 일일평균 지출비용이 높음에도 불구하고 다른 제품을 더 선호하면 인삼을 덜 구매하는 것으로 나타났다. 둘째, 인구통계학적 요인 중 성별과 나이 또한 인삼 구매의 중요한 결정 요인이다. 나이가 많은 남성 소비자층의 인삼제품 구매 확률이 높은 것으로 밝혀졌다. 셋째, 관광 목적은 인삼 구매에 영향을 끼친다. 여가 목적의 관광소비자가 다른 목적의 관광소비자보다 인삼 구매 확률이 높았다. 마지막으로 관광지 속성도 인삼 구매의 결정 요인이다. 관광지의 치안(안전성), 모바일/인터넷 사용 편리성과 길찾기 용이성 등의 관광지 속성은 인삼 구매에 영향을 미치는 중요한 요인이었다. 특히 쇼핑의 편리함을 의미하는 모바일/인터넷 사용 편리성과 길찾기 용이성이 관광소비자의 인삼구매 확률을 높이는 것으로 나타났다. 이 연구는 국제 관광소비자의 인삼 선택을 선호(preference)에 기반한 계량경제학적 모델로 분석하여 인삼제품 구매 선택의 결정요인을 탐구하였다는 점에서 의의가 있다.

• 복식
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• 제33권
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• pp.105-115
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• 1997

The fashion clothing market is changing due to the appearance of new consumer group. And the import of foreign brand clothing is highly increasing. The purpose of this study is to help the domestic apparel companies set better market-ing strategy by studying the relation between fashion ivolvement and the purchase be-havior of foreign brand clothing. Subjects were 498 new generation women living Seoul metropolitan area. Data were obtained by questionnaire and analyzed by SPSS package. The main findings of this study are as follows; 1. The result of factor-analysis of the fashion involvement's variables were classified into 8 factors. 2. Consumer's main purpose of buying new clothes were To coordinate clothes with each other' 3. Consumers evaluated every clothing factors: color fit etc of foreign brand very highly except the price. 4. The factor that consumers consider most when choosing clothes is color design fit de-tail texture and brand knowledge in order. 5. the advertizing method that consumers care the most was shop and window display. 6. 'Because design and color are good' were the most important factor as motive of buying foreign brand clothing. 7. Most consumers still bought domestic brand clothing. 7. Most consumers still bought domestic brand clothing. 8. Monthly income and purchase of foreign brand were positively related 9. All variables 2of fashion involment were positively related with the purchase of foreign brand 10. Consumers with higher monthly income did not care much about 'Weather or occasion' when buying clothes. And consumers living in Kangnam(compared with consumers linving in Kangbuk) cared more about personality and bought more foreign brand. 'Social and econ-omic status' were highly related with monthly income residence and purchase of foreign brand clothing 11. Older consumers cared more about color figure texture and fit than younger con-sumer. Monthly income were positively re-lated with design color and figure. Residence were highly related with color and figure. Pur-chase of foreign brand clothing were positively related with design color figure and fit. 12. Younger consumers cared more about brand knowledge. And the purchase of foreign brand clothing were positively related with de-sign detail and brand knowledge. 13. Consumers with foreign brand's purchase experience showed negative relation between ;foreign brand's purchasing experience' and 'Weather or occasion' 14. Consumers with no foreign brand's pur-chasing experience showed negative relation between fashion innovativeness and figure. 15. Consumers with no foreign brand's pur-chasing experience showed positive relation between fit and fashion opinion exchange. The study shows that colors is most import-ant factor in purchasing clothes. And imported brands are very strong in terms of proposing various and unique colors. not all brands succeeded in Korea. Those brands that failed to group consumers have the following problems. Therefore it is critical to review the above factors when importing the foreign brand.

• 유통과학연구
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• 제11권10호
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• pp.107-116
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• 2013

Purpose - Eggs are nutritionally complete and one of the most popular natural foods. Moreover, the poultry industry is one of the important food industries. However, early industrialization of the poultry industry on its own did not lead to further development compared to other livestock industries. In this study, we investigate what factors influence consumers' behavior and how consumers' understanding of retail business affects their propensity to consume. This study is different from other studies as it analyzes how the brand names of manufacturers and distribution companies affect the purchasing characteristics or actual purchase behavior of consumers in order to suggest how these manufacturers and distribution companies can increase their competitiveness. Research design, data, methodology - This study conducted a survey of 250 randomly selected egg purchasers in discount stores from January to April 2013. Consumers' purchase tendencies were calculated through frequency analysis. This result was then utilized using cluster analysis to draw a conclusion about which purchase tendency influenced consumers buying three different brands of eggs or whether this tendency really affected consumers. As a result, the outcomes of Hypotheses 2 and 3 were not clear so we drew a conclusion with our analysis of Hypothesis 1. Results - While the outcomes of Hypotheses 2 and 3 did not clearly indicate whether purchasing tendencies affected consumers when buying eggs, our analysis of Hypothesis 1 indicated that consumers were affected by the quality of the eggs rather than exterior factors such as the brand name. Thus, we concluded that it is important to promote the excellence of the quality of the eggs. Usually firms buy eggs from farms and repackage them in order to sell them. In this sense, if consumers were aware of this egg production process, and eggs were fairly distributed to retailers, large retail PB businesses would also be able to enhance their competitiveness. Conclusions - The brand, packaging, retail outlet, and other external features influenced the purchase of eggs to a certain degree, while shelf life, grade of the eggs, cleanliness, and other intrinsic characteristics had more influence. In particular, shelf life was the most important factor influencing purchase. Consumers were influenced not only by intrinsic characteristics of the eggs but also by large-scale producers' brands. Consumers relied upon the brand despite reduced competition because they found it difficult to identify shelf life and/or cleanliness. Small businesses and/or large-scale retailers can remain competitive by maintaining the freshness and cleanliness of the eggs. Further studies need to investigate areas in which consumers' cognition of the product is poor and/or the purchase inclination with regard to less developed industries such as eggs. In this study, the greatest problem was that consumers did not consume in accordance with the current situation as consumers have preferred fresh and clean eggs for a long time compared to purchase decisions based on external brands and/or packaging.

• 한국생활과학회지
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• 제14권4호
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• pp.561-575
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• 2005

This paper searches Internet auction sites to study consumer willingness to reuse and consumer satisfaction, along with its frequency of usage and evaluation. This study also examines the differency in the frequency of usage, the number of products purchased, consumer satisfaction and willingness to reuse, and evaluation of the auction sites according to the characteristics of consumers' socio-economic factors and the auction site itself. Determinant variables is investigated in the level of consumer satisfaction. The results of this study are as below: First, consumers used auction sites frequently, especially when they were in their 20s, intended to purchase clothes, and thought the delivery time would be short. In addition, consumers were more likely to purchase products, with low income buy first pay later, and short deliberation. Second, consumers, unemployed and in their 50s, sell-purchase among consumers were less likely to have a willingness to reuse the auction site. However, consumers with an experience to buy clothes or products with a price between 50,000 and 100,000 won were more likely to have a willingness to reuse the site. Third, consumer satisfaction with auction sites were higher among those who were females; responsible as a consumer; full of experiences; and received the product within a short period of time. Lastly, the willingness to reuse auction sites was positively related to the following type of consumers: single, employed, and responsible as a consumer.

• 대한가정학회지
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• 제40권4호
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• pp.85-103
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• 2002

The purpose of this study is to examine determinant to purchase decisions by consumers using the home shopping of cable TV. For the purpose accomplishment, this researcher surveyed demographic characteristics of cable TV users to determine what differences in types of goods purchased by the users were made in accordance with the characteristics. Findings from the study may be reflected in bisiness policies seeking the fulfillment of consumer needs, and be used as a basic information for the establishment of consumer policies pursuing increased qualities of consumption life by providing information on goods shown through the of home shopping on cable TV. The result of the study can be summarized as follow. First, purchased goods were greatly different in their types depending on demographic characteristics of consumers such as gender, marital status, age, educational backgrounds, income and jobs. Second, experiential characteristics of cable TV users including holding or non-holding credit cards, main channels used, the main time of watching cable TV and purchase frequency per year contributed to differences in types of purchased goods. Third, factors influencing purchase decisions were somewhat different according to types of goods. However, previous purchase experiences were most influential irrespective of the types. The result as described so far suggests that previous purchase experiences by consumers raised their chances of repurchase by removing possible risks perceived by consumers. Based on the result as above, the researcher would make the following conclusion. First. companies operating the of home shopping on cable TV should increase satisfaction by consumers by providing reliable goods and information to them. In this sense, those companies need to establish marketing strategies that vary according to demographic characteristics of consumers and at the same time provide product information necessary for fulfilling consumers' requirements. Second, consumers should be moderate in the use of credit cards to avoid unplanned purchases via home shopping on cable TV and have some knowledge to solve problems related to goods and to the use of credit cards.

• 무역학회지
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• 제46권6호
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• pp.55-71
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• 2021

The purpose of this study was to establish the causal structural model among brand image and country image associated with consumers' purchase decision of products. The specific objectives were 1) to analyze the effects of brand image on consumers' purchase decision of products, 2) to analyze the effects of country image on consumers' purchase decision of products, 3) to analyze the effects of brand image on country image, 4) to analyze the mediating effects of country image between brand image and consumers' purchase decision of products. The conclusions of this study are as follows: First, companies must have an advantage strategy for brand image along with country image. To this end, a strategy to promote the brand image through various media is effective. Second, it is necessary to find new transformation through the establishment of brand identity at the corporate level so that consumers can have a good impression on the brand image. Third, it is important for companies to make efforts at the level of brand image and country image to provide consumers with information that can increase expectations and actual satisfaction and to build product reputation. In addition, it is necessary to embody brand images and country images into global marketing mix strategies. Fourth, if companies build a brand image that symbolizes a differentiated culture, the brand image can have a positive effect on consumer purchase decisions. Along with this, companies can further increase their positive effects by developing representative brand image contents. Fifth, this study confirmed that the higher the image level of the manufacturing country in a situation where consumers' preferences are diversifying, the more the brand image leads to consumers' purchasing decisions. Therefore, brand managers are required to build a country image suitable for the existing brand image when advertising at the time of product introduction.

• 한국유기농업학회지
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• 제23권2호
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• pp.185-206
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• 2015

This study aims to prepare a solution necessary for boosting the consumption of environment-friendly agricultural products, positively reflecting consumers' opinions that expect supplies of safe agricultural products to secure the domestic farms producing environment-friendly agricultural products and at the same time, to meet consumers' needs. As a result of the hypothesis testing, of the subjective knowledge in Hypothesis 1, product knowledge had an impact on attitude, while purchase knowledge and use knowledge after purchase were not significant. Of the subjective knowledge in Hypothesis 2, purchase knowledge and product knowledge had significant impacts on purchase intention. Brand image in Hypothesis 3 had a significant impact on attitude, while brand image in Hypothesis 4 had a significant impact on purchase intention. As a result of the mediated regression analysis of Hypothesis 5, all of the subjective knowledge, purchase knowledge, product knowledge and use knowledge after purchase had an impact on purchase intention, partially mediated by attitude, and brand image, too, had an impact on purchase intention, partially mediated by attitude.

• 한국의류산업학회지
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• 제11권4호
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• pp.574-582
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• 2009

The purpose of this study was to investigate the clothing pursuit benefits of female consumers in twenties, and explain the differences in underwear purchase behaviors among them. For data collection, research questionnaires were responded by 232 female consumers living in Busan. The collected data were analyzed by the frequency factor analysis using SPSS 12.0 for Windows, the factor analysis using Varimax, reliability analysis, cluster analysis, ANOVA, Duncan test, and ${\chi}^2$-test. The results of this study were as follows: First, consumers' clothing pursuit benefit was drawn from six factors: Self-esteem, Individuality, Fashion, Brand, Practicality, and Price pursuit. The results of the factor analysis of clothing benefit were divided into four groups: Brand pursuit group, Fashion pursuit group, Self-esteem pursuit group, and Individuality/rationality pursuit group. Second, the results of analysing underwear purchase behaviors among clothing pursuit benefit groups showed significant differences in purchase motive, source of information, evaluation criteria, and purchase practices. The underwear purchase motives were significantly different in diversity purchase factor between the groups; sources of information used for underwear purchase were significantly different in the window display factor. The underwear evaluation criteria were significantly different among the groups in decoration and practicality factors, while purchase practices were significantly different among the groups only in underwear purchasing places.

• 유통과학연구
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• 제18권10호
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• pp.121-130
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• 2020

Purpose: In this study we investigate the determinants of private label (PL) purchase intention in South Korea. Private labels are becoming more and more popular in America and European countries. However, there are not enough studies focusing on PL within the South Korean market. Therefore, the present study has been written in order to understand more about consumers' purchase intention of store brand in the South Korean market. Many characteristics and aspects of consumers and brand's behavior have been reviewed in order to bring relevant results. Research design, data and methodology: Data was collected using a quantitative survey of Korea retail store's consumer. We analyzed using multiple regression method to test the hypothesis. We analyzed how and why do consumers have a strong intention to purchase the PL. Results: a) Trust towards retailer influences the PL purchase intention of customers; b) brand awareness has an impact on the PL purchase intention of customers; c) perceived quality has an impact on the PL purchase intention; d) Price-quality relationship influences on the PL purchase intention. However, there is no direct effect of some of the factors of determinant. Conclusion: For private label products in the Korean market, trust in sellers and brand awareness influences the purchase of PL products.