• 융합정보논문지
• /
• 제9권4호
• /
• pp.59-67
• /
• 2019

기존 연구들은 브랜드확장의 효과성을 예측하기 위한 지표로 구매의도를 주로 활용하고 있다. 이와 달리 본 연구는 브랜드확장된 신제품에 대한 소비자 반응을 예측하는데 더 적절한 지표로 시용의도를 제시함으로써 선행요인을 바탕으로 도출한 영향요인인 모브랜드 태도, 지각된 유사성, 모브랜드 소비경험이 확장브랜드 제품의 시용의도에 미치는 영향을 분석하고자 한다. 구체적으로, 모브랜드 태도가 확장브랜드 제품 시용의도에 미치는 영향을 분석하고, 또한 두 변인간의 관계에서 지각된 유사성과 모브랜드 소비경험의 조절적 영향력을 분석하고자 한다. 본 연구의 목적을 달성하기 위해 브랜드확장 제품의 사용경험이 있는 소비자들을 대상으로 실험조사와 설문조사를 실시하였고 분석에는 최종적으로 186개의 자료가 사용되었으며 회귀분석과 군집분석을 실시하였다. 분석결과, 브랜드확장제품의 시용의도에 대한 모브랜드 태도의 강력한 영향력을 확인할 수 있었다. 또한 지각된 유사성이 높을수록 모브랜드 태도가 브랜드확장 제품의 시용의도에 미치는 영향이 커지는 것으로 나타났고, 모브랜드에 대한 소비경험이 많을수록 두 변인 간의 관계가 더 긍정적인 영향을 미치는 것으로 나타났다. 이를 통해 기존연구와는 달리 소비자 관점에서의 브랜드확장 제품의 시용의도에 영향을 미치는 중요한 요인을 밝혔다.

• 한국의류학회지
• /
• 제38권5호
• /
• pp.627-637
• /
• 2014

This study explored the product attributes Vietnamese mothers consider for the purchase of children's wear, the differences of product attributes between groups with different levels of conspicuous consumption, and the extent to which the Korean wave affects the purchasing behavior of children's wear brands. The results are as follows. First, the product attribute that Vietnamese mothers consider most when purchasing children's clothes is the comfort in physical activities. Fabric type and quality, sizing and fit, durability, color, child suitability, design, cutting and construction, price, fashionability, and maintenance and laundering are the other attributes (respectively) that influence the purchase of children's wear. Second, the high conspicuous consumption group considers brand, maintenance and laundering, durability, the reactions of others, and fashionability significantly more than the low conspicuous consumption group. Third, the purchase intention of Korean children's wear brands is affected by the perception of the Korean wave than the influence of the reference group or the tendency of conspicuous consumption. The results show that low prices and practicality were important considerations for children's clothing purchases by Vietnamese mothers; however, brand name and fashionability were more powerful predictors for the high conspicuous consumption group. Those with a high perception of the Korean wave also had a higher intention of Korean children's wear brand, which is indicative of the halo effect of the Korean wave. Thus, Korean children's wear brands that plan to enter the Vietnamese market should make active use of the Korean wave.

• 유통과학연구
• /
• 제11권4호
• /
• pp.73-80
• /
• 2013

Purpose - As the smart-phone market adds new technologies and introduces new marketing trends, competition among companies is getting fierce. Now, smart-phone companies need to pay attention not only to attaining new customers but also to retaining customers, which means managing relationships to prevent customer defection. Therefore, how to satisfy customer needs and maintain long-term relations are both important to make consistent progress in the rapidly changing smart-phone market. To illustrate this point, the study focuses on analyzing the effects of consumption value on relational factors and buying intentions among smart-phone users. First, consumption value was divided into functional, economic, and emotional values. After that, the effects of these values on satisfaction and brand trust were confirmed. Additionally, effects of satisfaction and brand trust on repurchase intention were analyzed. Research design, data, and methodology - The data was collected in a self-administered survey among 270 undergraduate students, using smart-phones between June 4th-12th, 2012. A total of 257 questionnaires were collected and used for the data analysis. A path analysis based on Lisrel 8.54 was used for the hypothesis test. Consumption value was divided into functional, economic, and emotional values. Subsequently, the effects of these values on satisfaction and trust in the brand were confirmed. Additionally, the effects of satisfaction and trust in the brand on repurchase intention were analyzed. Results - First, functional value, economic value, and emotional value - especially emotional value - were revealed to have positive effects on satisfaction. Second, emotional value was shown to have positive effects on brand trust, while functional and economic values did not. Third, satisfaction had positive effects on brand trust. In considering the relative influence on brand trust, satisfaction was the most crucial factor. It is clear that in the evaluation of the direct experience, using the product or the service plays an important role in building brand trust. Fourth, satisfaction and brand trust positively influenced repurchase intention. This indicates that both factors must be achieved to induce the repurchase Intention among customers. Conclusions - One can see that the enjoyable emotions consumers feel while using smart-phones is the most important factor in increasing levels of satisfaction. Moreover, this indicates that consumers pursue economic desires along with convenient functions in order to reduce opportunity costs. Additionally, consumers are affected by psychological and emotional messages in building trust, rather than practical and rational ones. Thus, in order to appeal to young clients as an attractive brand in the smart-phone market, approaching customers with an emotional value is recommended. In addition, in order for the brand to gain trust, the overall experience the consumer feels while using smart phones should be maximized. After all, one must fulfill the consumers' desire for a new experience and show a willingness to faithfully accomplish the responsibility of the brand to strengthen relationships with customers in the smart-phone market.

• 한국유기농업학회지
• /
• 제26권4호
• /
• pp.543-558
• /
• 2018

The purpose of this study is to analyze the amount of willingness to pay for environment-friendly agricultural processed foods by the level of consumption intention. To accomplish the objective of the study a consumer survey was conducted for quantitative analysis regarding consumption pattern. The ordered-probit selection model, Heckman-type two-stage method was employed for an empirical analysis on determining the amount of willingness to pay. The estimation results showed that in the case of consumers who are to keep their consumption at the present level, those with high quality contentment compared to price, brand contentment, and purchasing chiefly in the special store, have the higher amount of willingness. The estimation results also showed that in the case of consumers who are to increase their consumption, those with high quality contentment compared to price, brand contentment, certificate contentment, and having family members who suffer from diseases such as atopy, cancer, diabetes, high blood pressure, have the higher amount of willingness. Therefore For those who are to increase their consumption, enhancement of quality, enhancement of contentment with certificate, promotion are useful to increase the amount of willingness to pay.

• Journal of Smart Tourism
• /
• 제3권1호
• /
• pp.9-21
• /
• 2023

This study investigated whether the Point of attachment (POA) theory can be used to measure the consumption intention on go and watch offline eSports games. The admiration for players, social interaction, and on-site consumption requirements for viewing offline eSports competitions are prioritized. In addition, eSports fans in various regions may have distinct consumption concepts and consumption patterns. Thus, this study surveyed China (n = 156) and South Korea (n = 127) eSports fans who subjectively perceive themselves to be fans of eSports player(s) and who have observed at least one offline eSports game. The results demonstrate that player attraction and socialization have positive and significant effects on offline consumption factors. There is no correlation between previous consumption behavior and satisfaction, but dining shows a significant positive effect on satisfaction. Moreover, there is a strong relationship between satisfaction and future attendance intention. In addition, effect of eSports fan attachment on future visit intentions are measured and there is no correlation between the two variables. The front end of the path in the new model's varied between Chinese and Korean supporters. Finally, theoretical and practical implications of this study are discussed.

• Asian Journal of Business Environment
• /
• 제4권4호
• /
• pp.39-49
• /
• 2014

Purpose - This study classified consumers' value inclination to find out ways to enhance consumers' eco-friendly product purchase intention. Further, it verified the differences among eco-friendly product purchase intentions depending upon value inclination. Research design, data, and methodology - The structured model and hypotheses were established, and 202 copies of effective questionnaires were used. In order to verify the hypotheses, we used single regression analysis, multiple regression, 3-step mediating regression, and path analysis. Results - Individualism had a positive influence upon materialism, need for uniqueness, and face wants, and collectivism had a positive influence upon materialism only. Factors of self-expressive consumption inclination had a positive influence upon eco-friendly product purchase intention, and factors of value inclination also had a positive influence. Finally, self-expressive consumption inclination mediated between value inclination and eco-friendly product purchase intention. Conclusion - Consumers with individualism inclination felt the need to connect the ownership of an eco-friendly product with their extended self and, further, it was clear that not only the government but also enterprises should build up their public image regarding eco-friendly products.

• Child Health Nursing Research
• /
• 제26권1호
• /
• pp.35-46
• /
• 2020

Purpose: The purpose of this study was to test a model for intention to discontinuation drinking high caffeinated beverages among undergraduate students. This model was based on the Ajzen's theory of planned behavior and Becker's health belief model. Methods: Participants consisted of 201 undergraduate students. Data were collected by questionnaires from March 11 to May 24, 2019. Collected data were analyzed using SPSS/WIN 22.0, AMOS 22.0 program. Results: The assessment of the model indicated an acceptable fit (normed x²=1.65, goodness-of-fit index [GFI]=.83, adjusted GFI=.79, comparative fit index [CFI]=.92, standardized root mean square residual [SRMR]=.05, Tucker-Lewis index [TLI]=.91, normed fit index [NFI]=.87, root mean square error of approximation [RMSEA]=.07). Perceived behavior control, subjective norm, the subjective attitude was found to have a significant direct effect on the intention to discontinuation of drinking a high caffeinated beverage. The variances of this model explained 45.3% of the variance in intention to discontinuation of drinking a high caffeinated beverage. Conclusion: These results suggest that a need to increase awareness of adverse effects and potential risks of high caffeinated beverage consumption in undergraduate students. Besides, the university and government should provide education and campaigns to prevent excessive high-caffeinated beverage consumption.

• The Journal of Asian Finance, Economics and Business
• /
• 제10권2호
• /
• pp.281-300
• /
• 2023

Recently, the call for better accountability and social responsibility from corporations has been regularly voiced, both in the academic literature and in public discussions. This poses a challenge to the existing literature in understanding consumption behaviors to direct them toward sustainable development. This study investigates the purchase intention of Gen Z consumers in Vietnam with green packaging products. Data were collected from 914 respondents by online questionnaire and then analyzed using OLS. The results suggest the significant influence of customers' income and packaging in driving customers' intention to use environmentally-friendly products. Specifically, consumers in a higher income class participate more actively in green purchases. However, problems associated with inadequate packaging are also illustrated, resulting in the poor perception of green messages and poor practice of ecological actions. Besides, subjective norms and green trust are found to be adversely related to green consumer intention. In addition, gender disparity in green behavior is reported, where female consumers show a higher tendency to ecological consumption than their male counterparts. Other demographic factors are also included in the model as control variables, which are age, education, price, environmental literacy, environmental concern, and psychological awareness, but they do not have a significant impact on green purchase intention.

• 지역사회간호학회지
• /
• 제11권2호
• /
• pp.347-357
• /
• 2000

The purspose of this study is to examine the undergraduate students' attitudes, salient beliefs, perceived self-control and intentions for moderate drinking behavior of their own. Two hundred and twenty five students in two universities in Seoul and Suwon participated in this study. Questionnaires developed by this investigator under the guidance of the theory of planned behavior were used to collect data, Descriptive statistics, t-test, ANOVA. Pearson correlation coefficients. and multiple regression were used to analyze the data. The majority of the students showed positive attitudes toward the moderate drinking behavior. Students perceived conflict messages. however. from their significant others about their moderate drinking behavior. While parents and other family members as sisters and brothers strongly supported the moderate drinking behavior of students, friends and school-mates did not. More than half of the students did not intend to reduce their alcohol consumption in the near future. Students' attitudes and perceived self-control were the predictor variables of the intention while subjective norms were not. Students who intended to reduce their alcohol consumption showed a more positive attitude, subjective norm, and higher perceived self-control scores than who did not. These students who were intent for moderate drinking behavior spent less money for drinking, had less opportunities to drink, and drank small amounts of alcohol Moderate Drinking Behavior programs focusing on students who were heavy drinkers, however, did not intend to reduce their alcohol consumption should be developed focused on their characters. Programs for students who intended to reduce their alcohol consumption also recommended to help the students' positive intention continued.

• 융합정보논문지
• /
• 제12권1호
• /
• pp.127-134
• /
• 2022

본 연구의 목적은 피부미용서비스 이용자의 가치소비가 고객만족 및 행동의도에 미치는 영향을 분석하는 것이다. 피부미용서비스 이용 경험이 있는 소비자를 대상으로 하였으며, 통계분석은 SPSS WIN 21.0 프로그램을 활용하였다. 첫째, 피부미용서비스 이용자의 가치소비가 고객만족에 미치는 영향을 분석한 결과, 실용적가치, 사회적가치, 감정적가치가 높을수록 고객만족이 높은 것으로 나타났다. 둘째, 피부미용서비스 이용자의 가치소비가 행동의도에 미치는 영향을 분석한 결과, 사회적가치, 감정적가치가 높을수록 행동의도가 높은 것으로 나타났다. 피부미용서비스 이용자의 고객만족을 높이기 위해서는 합리적이고 실용적인 서비스 가치를 제공해야 할 뿐만 아니라 감정적 교감이나 사회적 유대관계를 형성하는 것이 필요하다. 또한 행동의도를 높이기 위해서는 이용자들에게 사회적 품격을 느낄 수 있는 품격 있는 서비스를 통해 감정적인 기분전환과 행복감을 느낄 수 있도록 서비스를 제공하여야 할 것이다.