• 산업융합연구
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• 제13권3호
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• pp.57-76
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• 2015

The purpose of this paper is to examine the moderate effects of self monitoring and the ways of thinking on the relationships and the moderate effects of brand credibility and brand attachment on the relationships between the negative information about a brand and the customer attitude holistic and analytic on the relationships between the negative information about a brand and customer attitude. To accomplish these purposes, this research divided negative information about a brand into corporate ability and corporate social responsibility. In addition, research also divided product type into functional product and symbolic product. participants are classified as having Low or High self monitoring. and the ways of thinking divided into holistic and analytic on the relationships between the negative information about a brand and customer attitude. The following are the summary of hypothesis test: (1)the consumers with low(high) level of self monitering are more likely to reveal high level of preference for negative information of corporate ability. (2)the consumers with analytic(holistic) ways of thinking are more likely to reveal high level of preference for negative information of corporate ability. (3)the consumers with low(high) level of self monitering are more likely to reveal high level of preference for functional product. (4)the consumers with analytic(holistic) ways of thinking aren't more likely to reveal high level of preference for functional(symbolic) product.

• 농업과학연구
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• 제49권3호
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• pp.607-617
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• 2022

As the number of households raising pets increases, the pet food industry is also growing. Since pets cannot express their intention explicitly, it appears that the owner's perception mainly affects the selection of products related to pets. In this study, consumers were categorized based on their interest in food choices and the factors influencing their interest in pet food were empirically analyzed. For the analysis, a cluster analysis, factor analysis, and Tobit analysis were conducted using consumer survey data for raising companion animals. The major findings of the study were as follows. As a result of the factor analysis and cluster analysis using questions for consumers' food consumption choices, consumer types were classified into high-interest, low-interest, and practical-seeking types. The degree of interest in pet food was high in the order of high-interest, practical-seeking, and low-interest type. Demographic characteristics such as gender, education, and household type correlate with differences in the degree of interest in pet food, and the food selection criteria of consumers also affect the degree of interest in pet food. These results show that consumers who are more interested in their food choices are more interested in pet food, and this will make possible to know pet owner's purchasing behavior for pet food.

• 한국의류학회지
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• 제26권9호
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• pp.1354-1365
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• 2002

With the appearance of many new types of fashion stores in Korea, competitions among fashion store types art fiercer than ever before. As consumers alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of patronage mix behavior according to product type increases. Understanding consumers patronage mix behavior, finding out the determinant attributes of fashion stores for each product type, and analyzing competitive structures among fashion stores are important to retailers and marketers for building a successful merchandising and marketing strategies. An empirical study was conducted to analyze the competitive structure among the store types by consumers' patronage mix behavior. A questionnaire was developed and data were collected from 464 adult women living in Seoul area in Korea. Factor analysis, paired t-test, ANOVL Duncan test, and discriminant analysis were employed to analyze the data. Data regarding patronage mix behavior by product type proved that certain store types had ‘natural dominance’ in a particular product type as Hirschman(l978) pointed out. Also, a new analytic method of the competitive structures among fashion store types was suggested in the study, by which a specific store type retailer can analyze his/her own customers' patronage mix behavior by product type. The analysis will enable retailers to distinguish which of their competitors are substitutive, selling same product types, and which are complementary, selling different product types. Retailers have to concentrate on the strategies for the substitutive competitors rather than complementary competitors because their marketing abilities and resources are limited.

• 한국산업정보학회논문지
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• 제23권2호
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• pp.93-107
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• 2018

본 연구의 목적은 기업이 신제품의 실패로 인한 위기상황에서 실시하는 위기대응 전략에 대한 소비자의 부정적 구전에 대하여 알아보고자 한다. 이를 위해 가상의 기업을 사용하여 위기 시나리오 및 대응전략을 조작한 다음 실험을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 대응유형 전략에 따르면, 위기 대응전략은 부정보다 사과를 실시하는 것이 부정적 구전을 더 완화시키는 것으로 나타났다. 둘째, 신제품 실패로 인한 위기 이전에 공익연계마케팅 활동을 실시한 회사는 소비자의 부정적 구전 완화에 더욱 효과적인 것으로 나타났다. 셋째, 기업이 실시하는 메시지 전략은 소비자의 부정적 구전에 영향을 미치지 않는 것으로 나타났다. 넷째, 위기대응전략과 공익연계 마케팅의 상호작용 효과는 유의하게 나타났지만 위기대응 전략과 메시지 전략 간의 상호작용효과는 유의하지 않은 것으로 나타났다.

• 복식문화연구
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• 제31권3호
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• pp.330-345
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• 2023

This study aimed to categorize consumers using super app functional characteristics to identify demographic differences, and analyze shopping orientations by consumer type. This data can be used by fashion and beauty companies for product planning and marketing strategies. To categorize super app consumers, data were analyzed with SPSS v.26.0 software using frequency, factor, reliability K-mean cluster, and distributed analyses, one-way-ANOVAs, and Scheffe verification. Cross-analysis was conducted to correlate super app consumer types with demographic characteristics. One-way-ANOVAs and Scheffe verification were used to analyze the differences in shopping preferences between super app consumer groups. As a result of our analyses, super app consumers were classified into four types: the ration type, the low-use type, the multifunction type, and the habit type. There were statistically significant differences between these types in age, occupation, marital status, average monthly household income, and shopping impact factors. Five super app user shopping orientations were identified: brand pursuit, pleasure pursuit, trend pursuit, risk perception, and economic orientation. The differences in the preferred orientation between super app consumer types were found to be statistically significant. The majority of respondents were multifunction type consumers. This group used the super app most frequently and effectively. They also demonstrated the highest scores for all five of the shopping orientations. The classification of consumer types in this study will allow the fashion and beauty industries to utilize super apps for more targeted product design and marketing.

• 한국의류학회지
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• 제40권2호
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• pp.382-396
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• 2016

This study explores 1) the cultural meanings that television beauty programs deliver, 2) the ways consumers consume TV beauty programs, and 3) the differences in the meaning of television beauty programs according to personality types. An Enneagram was used to define different personality types. The Enneagram explained personalities according to underlying core energies and was useful to grasp consumer behavior. Exploratory data were collected through in-depth interviews of fifteen women in their twenties who watched television beauty programs regularly. The personality types were classified according to three core energies: head-centered, heart-centered, or body-centered. The results were: First, television beauty programs were celebrity-focused, product-focused, and consumer-focused. They were found to help consumers improve their appearance in an appearance-oriented contemporary society by sharing appearance management information. Second, consumers consumed the products from television beauty programs as well as sought a "beautifully transformed self". Third, cultural meanings moved first from a culturally-constituted world to consumer goods through television beauty programs that then moved these goods to the individual consumer through symbolic consumption behavior along with grooming rituals, evaluation practices, appreciation practices, and accounting practices. Symbolic consumption behavior differed with personality type: heartcentered consumers transferred meaning through grooming rituals and appreciation practices, head-centered consumers through evaluation practices, and body-centered consumers through accounting practices.

• 패션비즈니스
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• 제27권1호
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• pp.140-155
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• 2023

This study was undertaken to observe the influence of the model image and self-image congruence of consumers in Korean cosmetic advertisements on the advertising attitude and analyze the relationship between self-image congruence and advertising demand type, participation, and advertising effect, and to help develop plans to more effectively communicate advertising images. The experimental design of this study was 2 (self-image congruence: consistency vs. inconsistency) × 2 (advertising appeal: rational appeal vs. emotional appeal) × 2 (involvement: high vs. low) three-way ANOVA. The results of the study showed that the interrelationship between self-image congruence and advertising appeal type and involvement played an important role in determining the advertising attitude. More specifically, firstly, the self-image congruence of consumers in Korean cosmetic advertising affected the advertising attitude. Secondly, in the advertisements of Korean cosmetics, consumers preferred a rational advertising appeal to an emotional advertising appeal. Finally, statistical results showed significant differences in the influence of the interaction effect of the self-image congruence status of consumers and the advertising appeal on the attitude of advertising. The Korean cosmetic involvement of consumers had a significant impact on whether the Korean cosmetic advertising model image and consumer self-image were consistent with the type of advertising appeal and on the interaction effect of advertising attitude.

• 한국식품조리과학회지
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• 제29권6호
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• pp.637-645
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• 2013

The purpose of this study was to investigate the consumers' selection attributes of social enterprises type cafe by IPA(Importance-Performance Analysis). Data were collected through a self-administered questionnaire by 309 random consumers in several social enterprises type cafes in Seoul and Gyonggi area. The data was analyzed using SPSS windows(ver. 17.0) for descriptive analysis, t-test, one-way ANOVA and factor analysis. The importance of cafe's selection attributes were divided into five factors including 'promotion and menu', 'service quality and atmosphere', 'location', 'taste', and 'brand name'. The mean scores of importance and performance for cafe selection attributes were 4.01 and 3.68 out of 5, showing a significant difference between importance and performance. According to the IPA results of 17 selection attributes for social enterprises type cafe, the selection attributes with relatively low performance but high importance(II quadrant) was 'easy accessibility'. The factor to be improved through the IPA was accessibility factor, showing that the consumers had a low satisfaction compared to the significance of cafe's location.

• 한국정보시스템학회지:정보시스템연구
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• 제23권4호
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• pp.1-24
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• 2014

This study is intended to examine two issues related with social media messages. At first, the authors investigate that how they can categorize messages in the social media and how corporate twitters and brand twitters communicate with consumers. Secondly, after dividing messages in the social media into several groups, the authors investigate how each type of messages differ one another in terms of the consumer response. For examining these research issues, the authors gather twitter message data of global top 100 brands and categorize messages into 5 types (i.e., interactivity, diversion, information sharing, promotional, content) based on the motivation of communication and the format of the messages. Especially, the authors use content analysis methodology, which is normally used as the qualitative approach, in order to identify the type of messages. Furthermore, the authors present interactivity type of messages can communicate better with consumers and induce more favorable responses from consumers in the social media than any other type of messages. This research can provide implications in terms of theoretical, methodological, and managerial perspective.

• Asia Marketing Journal
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• 제20권3호
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• pp.39-62
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• 2018

Despite the abundance of research on alcoholic-beverage consumption in the food and beverage marketing literature, research directly assessing and comparing consumers' psychological motives for drinking different types of alcoholic beverages is relatively limited. There is also a paucity of research comparing drink-type specific consumption motivations in an Asian market. Paying attention to some recent new changes in the alcoholic-beverages market of South Korea, this study investigated South Korean young adult female consumers' alcoholic-beverage type-specific drinking motives. A self-administered online survey of 340 young adult female drinkers about their alcohol-consumption patterns, alcoholic-drink preferences, involvement with alcohol, and four types of drinking motives (coping, social, conformity, and enhancement motives) revealed differences in: (1) the association between the consumer's alcohol involvement level, alcohol consumption frequency/amount, and preferences for alcoholic beverages across different types of alcoholic drinks; (2) the underlying psychological motives for drinking different types of alcoholic beverages; (3) the association between consumption contexts and alcoholic drink types; and (4) the consumption patterns and drinking motives across different consumer groups that are segmented in terms of their most preferred type of alcoholic beverages. These findings point to the importance of investigating drink-type-specific consumption motivations in alcoholic-beverage consumption research. Limitations and implications for future research are also discussed.