• The Research Journal of the Costume Culture
• /
• v.26 no.3
• /
• pp.409-426
• /
• 2018

This study explores the effect of moral identity on attitude toward and purchase intention of upcycled fashion products by comparing purchasers and non-purchasers. Data from 127 purchasers and 307 non-purchasers collected through a survey was analyzed using descriptive statistics, confirmatory factor analysis, model invariance check, and multiple-group comparison tests using Amos 23.0. Results indicate consumers with purchase experiences of upcycled fashion products showed a higher level of moral identity (internalization and symbolization), positive attitude toward upcycled fashion products, and purchase intention than did consumers with no purchase experience. In model tests, internalization affected attitude toward purchasing upcycled fashion products, whereas symbolization affected purchase intention, regardless of purchase experience. The effect of symbolization on purchase intention was consistent with prior studies focusing on charity behaviors that are highly visible to others. These findings demonstrate that fashion products are visible and symbolic, so it should be carefully considered in ethical consumption studies. From these results, researchers may obtain insights on the process of how consumers apply moral identity to their purchase intention regarding upcycled fashion products. Likewise, marketers may enhance satisfaction of consumers with a high level of symbolization by putting special tags and logos that clearly highlight the products' upcycled nature.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.36 no.11
• /
• pp.1137-1147
• /
• 2012

Self-congruency plays an important role in the context of mothers' shopping for children's clothing because purchasers are inconsistent with users. This study incorporates three dimensions of self-congruencies (congruency between children's image perceived by their mothers and brand image, congruency between mothers' actual self-image and brand image, and congruency between mothers' ideal self-image and brand image) due to purchaser-user inconsistency in children's clothing consumption. A total of 574 mothers with children aged 6 to 10 participated in a web-based survey. Descriptive statistical analysis, factor analysis, reliability analysis and multiple regression analysis were conducted. Self-brand image congruency variables have a different influence on brand attitudes when mothers purchase children's clothing. Brand attitude is influenced positively only when the perceived children's image coincides with brand image and when mothers' ideal self-image corresponds to brand image. In contrast, mothers' actual self-image and brand image congruence negatively influence brand attitude. Further investigation indicates that there are different effects of dimensions of self-congruency on brand attitude according to the characteristics of mothers and their children. This study suggests that when there is purchaser-user inconsistency, different types of image congruence has to be implemented to assess the impact on brand attitudes.

• Journal of the Korea Society of Computer and Information
• /
• v.24 no.6
• /
• pp.81-88
• /
• 2019

Based on the theory of planned behavior and the theory of legal deterrence, this study takes consumers' willingness to pay for digital music as the research object, investigates the consumers who have digital music consumption channels and behaviors, and discusses the willingness of consumers to pay for digital music and its influencing factors. The study attempts to achieve the following research purposes: First, explore the influencing factors of willingness to pay for digital music using domestic and foreign literature research and related content analysis. Second, we want to examine the effect of Attitude, Collective Specifications, Quality Sensitivity and Music affinity on willingness to pay. Third, Legal deterrence and resource availability tries to verify whether there is a moderating effect between Attitude, Collective Specifications, Quality Sensitivity and Music affinity and willingness to pay. The research data was collected in 2019 between April 6th to May 8th. Questionnaires were randomly distributed in fixed places, mainly in Hubei Province, China. A total of 393 questionnaires were selected for data analysis. Based on the previous theoretical review and empirical analysis, the study draws the following conclusions: Firstly, attitude, collective specifications, quality sensitivity and music affinity have an impact on the willingness to pay. Second, Legal deterrence has a regulatory effect on the relationship among quality sensitivity, musical affinity and the willingness to pay. Last the resource availability has a significant impact on the willingness to pay. It also has a regulatory effect on the relationship among quality sensitivity, music affinity and the willingness to pay.

• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.1
• /
• pp.443-450
• /
• 2021

The paper investigates the factors that affect the decision of young Chinese consumers to buy high-end cosmetics. The study is based on the responses obtained by questionnaires from 400 respondents in Guangzhou, China. The information was collected and classified on the basis of gender, occupation, age and education in order to understand the main characteristics of the sample in a better way. The purposive, convenient and quota sampling techniques of non-probability sampling method were used. Besides this, the predictive test was carried out with 30 respondents to ensure the reliability and validity of the questionnaires. The data was put to descriptive statistical analysis and multiple regression analysis in order to verify the hypotheses. The data revealed that, while brand awareness does not affect the consumer attitude about the high-end cosmetics, other factors like product involvement, perceived quality, subjective norm, and word-of-mouth have significant effect on consumer's attitude and consumers' intention about high-end cosmetics. The findings of the study show that subjective norm, perceived value, word-of-mouth, and consumer attitude of cosmetic products highly affect consumers purchase intention of high-end cosmetic products. The research paper helps to form concrete and effective marketing strategy based on various aspects of consumer behavior for high-end cosmetics in China.

• The Korean Journal of Food And Nutrition
• /
• v.24 no.2
• /
• pp.246-257
• /
• 2011

The purpose of this study was to identify the effectiveness of a nutrition education program of reducing children's sugar intake based on social cognitive theory. This education program composed of 6 units was conducted in discretional activity class of the $3^{rd}$ and $4^{th}$ grade elementary school students. The results are as follows: First, the rate of correct answers and score of nutrition knowledge significantly increased after nutrition education. The scores of nutrition education in male students, students whose mothers have no job, and students with skinny physiques were much improved after nutrition education(p<0.05, p<0.01, p<0.001, respectively). Second, the dietary attitudes toward reducing sugar intake and checking nutrition labels significantly improved(p<0.05). And also, it tended to decrease in preference and intake of sweet foods. Third, the consumption of candy caramel jelly(p<0.05), yogurt(p<0.05), jam honey(p<0.05), and ice cream(p<0.001) were reduced after nutrition education. Besides, obese students' consumption of isotonic beverages, carbonated beverages, and fruit juice was reduced. Therefore, a positive change in dietary behavior appeared. Based on the above results, we confirmed that the nutrition education program focusing on reducing sugar intake applied with social cognitive theory was effective for improving the nutrition knowledge, dietary attitude and dietary behavior in sugar intake in elementary school students. Especially, this program showed the improvement in nutrition knowledge as well as dietary attitude and behavior in sugar intake among obese children. Since nutrition education during childhood significantly influences lifetime-health and disease prevention, it is necessary to develop theory-based nutrition education program and practice systematic and constant nutrition education in elementary schools.

• Women's Health Nursing
• /
• v.12 no.3
• /
• pp.210-220
• /
• 2006

Purposes: This study examined the relationship between risk behaviors and sexual knowledge, sexual attitudes, and sexual experiences of male high school students. Method: A cross-sectional, descriptive study was conducted. Data were collected from 2 male high schools in metropolitan Gwangju. Five hundred forty-eight boys were enrolled in this study. Descriptive statistics, factor analysis, t-test or ANOVA, and Pearson's correlation were used for data analysis. Results: The mean sexual knowledge and sexual experience scores were relatively low, 0.60 out of 1 point, and 0.75 out of 4 points, respectively. Three attitude types of the students were identified: permissible, conservative and pleasure seeking attitude. The score of the permissible type was affected by the subjects' exposure to pornographic material. The score of the conservative type was affected by alcohol consumption and acquaintances with a heterosexual friend. The score of the pleasure seeking type was affected by their exposure to pornographic material, alcohol consumption, smoking, going to a video-room, and acquaintances with a heterosexual friend. There was a negative correlation between the permissible type and sexual knowledge, and a positive correlation between the conservative and pleasure seeking types and sexual experience. Conclusion: Male high school students who have been exposed to risk behaviors have a higher likelihood of indulging in sexual activity, and the pleasure seeking type appears to be related to sexual experience. An educational program may be needed to prevent risky behaviors and sexual experiences in male high school students considering their sexual attitude type.

• Journal of Digital Convergence
• /
• v.19 no.12
• /
• pp.255-260
• /
• 2021

The collaboration that seeks to complement each other by judging and sharing the comparative advantages between companies is currently being actively progressed as a new and unusual collaboration that is not routine among not only the same industry but also different industries. This trend is increasing consumer interest based on enjoyment and fun. However, these collaborations cannot consistently lead to positive effects, and rather, if all companies collaborate, it could have an adverse effect. The current study explored the consumer's response to the attitude toward product and purchase intention of collaboration through consumption value and brand trust based on the consumer's understanding, assuming that the consumer's response cannot always be positive. As a result, brand trust played a mediating role in the intention to purchase and attitude toward product. This study examines the relationship between consumption value and collaboration products between brands, and from the perspective of a company, it can provide practical implications for establishing brand management and strategy through a unique collaboration strategy based on the understanding of consumers.

• The Research Journal of the Costume Culture
• /
• v.26 no.6
• /
• pp.899-918
• /
• 2018

Upcycling is the process of repurposing abandoned resources or useless products into products of better quality or higher environmental value. Upcycling products are evaluated to be sustainable because they demonstrate environmental values. However, domestic upcycling companies are operating on a small scale with a slow growth rate. This study aims to examine the value and risk factors of upcycling products from previous literature and clarify the effect of these ambivalent characteristics on purchase intention. This provides direction regarding factors upcycling companies should focus on. The data were collected via an online experiment with women in their 20s and 30s residing in South Korea, nationwide. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Analysis of this data suggests that environmental, design, and self-expression value positively affect purchase intention. This extends previous upcycling literature by identifying design and self-expression value as important antecedents of purchase intention. However, in contrast to previous literature, no significant effect of performance or diversity risk was found. These results indicate that ethical attitude has a moderating effect on the relationship between environmental value and purchase intention. This study confirms that consumers intend to purchase upcycling products when they possess not only environmental value but also design and self-expression value.

• Journal of Venture Innovation
• /
• v.5 no.2
• /
• pp.49-66
• /
• 2022

This study intends to examine how the perception of covid-19 risk affects consumers' consumption behavior based on previous studies in a situation where the spread of covid-19 is prolonged. This study demonstrates how consumers' perception of covid-19 risk affects online and offline consumption behavior through the perceived severity, perceived vulnerability, coping effectiveness, and self-efficacy of the revised protective motivation theory (Rogers, 1983). We want to test it through analysis. In order to achieve the purpose of this study, consumers living in Seoul and Gyeonggi Province who have purchased within the past 3 months were selected as a sample. In addition, variable data such as risk perception of covid-19, perceived severity, perceived vulnerability, coping effectiveness, self-efficacy, online purchase attitude and purchase intention, offline purchase attitude and purchase intention were collected through the questionnaire.A total of 363 copies of valid responses were tested to test the hypothesis of the relationship between variables through the covariance structure model. The analysis results of this study were first, that covid-19 risk perception had a significant positive (+) effect on perceived severity, perceived vulnerability, and coping effectiveness. Second, perceived severity and perceived vulnerability were found to have a significant positive (+) effect on offline purchasing attitude. Third, perceived severity, perceived vulnerability, coping plan effectiveness, and self-efficacy were all found to have significant positive (+) effects on online purchase attitude. Finally, it was found that offline purchase attitude and online purchase attitude had a significant positive (+) effect on offline purchase intention and online purchase intention, respectively. Also, it was found that online purchase attitude had a negative (-) effect on offline purchase intention. The results of this analysis will provide meaningful implications for the establishment of strategies for distribution channels according to the social risk of infectious diseases.

• Korean Journal of Health Education and Promotion
• /
• v.21 no.1
• /
• pp.243-257
• /
• 2004

Alcohol consumption is a major source of health problems, for example, alchol consumption is related to liver diseases. In addition, the social and economic costs related to alcohol consumption are enormous. This study was conducted to evaluate the current status and influencing factors related to the recognition and behavioral intention for both drinking and alcohol-reduction programs. Three effective alcohol-reduction programs of clinic program, mass education, and alliance were considered. To explain the health behavior for drinking and alcohol-reduction programs, a five-stage behavioral intention model was built and 500 questionnaires were completed through a telephone survey. Stages of the model composed of recognition of the programs, past experiences, present drinking status, intention for drinking, and behavioral intention for alcohol-reduction programs. As a result, recognition rates of the programs were low in general, therefore the strategies of education, public relations, and advertisement need to be pursued. The alcohol dependency resulted in the fact that success rate was 30％ although trial rate of alcohol-reducing was 23％. The necessity of alcohol-reduction programs were suggested. In addition, significant factors related to the intention for alcohol-reducing were individual attitude and reluctancy to pay their time and money. An insignificant factor was the attitude to their alcohol-reduction by other people. Behavioral intention rates for alcohol-reducing clinics were 4％, and those for mass education were 8％. There were very low purchase rates for clinic program, mass education, and alliance. In conclusion, evidenced-based and effective alcohol-reduction programs need to be encouraged to drinkers by medical doctors, and the strategies of education, public relations, and advertisement are also recommended. In addition, continuing legal and systematic support for alcohol-reducing would lower the drinking rate and ultimately contribute to the nation's health promotion.