• Journal of Fashion Business
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• v.22 no.2
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• pp.14-26
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• 2018

This study was to explore purchasing behavior and repurchase intention by considering social-face sensitivity and conspicuous consumption. To do this, first, this study tried to explain how consumers had different characteristics for social-face sensitivity, conspicuous consumption, purchasing behavior, and repurchase intention for outdoor wear. Second, this study tested the relationship between consumer behavior (purchasing behavior and repurchase intention) and social-face sensitivity by considering the mediating effect of conspicuous consumption. As the results, first, there was a significant relationship between social-face sensitivity (sensitivity to saving face) and conspicuous consumption, which had a significant effect on the purchasing behavior with outdoor wear(purchase frequency, purchase cost). Second, social-face sensitivity (consciousness of shame) had a significant effect on conspicuous consumption (preference for famous brands, status symbol, pursuing fashion), and social face sensitivity (consciousness of social formality) had a significant effect on conspicuous consumption (preference for famous brands). The relationship between the conspicuous consumption and purchasing behavior showed that conspicuous consumption had significant effects on consumer behavior (purchase frequency, purchase cost). The relationship between the social-face sensitivity and purchasing behavior showed that being conscious of others had a significant effect on purchasing behavior. Third, purchasing behavior with outdoor wear had a significant effect on repurchase intention. Finally, this study confirmed that conspicuous consumption had a partially significant mediating effect on the relationship between social-face sensitivity (sensitivity to saving face) and purchasing behavior.

• Journal of Wellness
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• v.6 no.3
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• pp.13-21
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• 2011

The purpose of this study was to examine the potential predictors of leisure behavior intention using the theory of planned behavior(TPB). A convenience sample of 369 participants was obtained from university students in Korea and America. For the purposes of this study, potential predictors of leisure behavior intention were selected from the following categories: attitude, subject norm, perceived behavior control, group conformity and face saving. In order to better understand the dynamics of the TPB process that influenced leisure behavior intention, this study used structural equation modeling(SEM) to test the TPB model. According to the results, attitude, subject norm, and perceived behavior control influenced to leisure behavior intention of both Korean and American university students and face saving influenced to leisure behavior intention of Korean university students. However, group conformity did not influence to leisure behavior intention of either Korean and American university students. For future study, more specific and decomposed factors are recommended to understand leisure behavior intention in theoretical way.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1341-1351
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• 2010

The Korean jean market has become increasingly competitive due to the increased imports of global brands. This study is to understand the purchase behaviors of Korean college students toward foreign brand jeans to help Korean jean brands enhance their competitive advantages over foreign brand jeans in the Korean market. Considering perceptions of Korean consumers toward foreign brands and traditional value changes, this study proposed a research model incorporating two extended behavioral intention (BI) models, Lee's modified BI model and Ajzen's theory of planned behavior. To test the research model, a total of 240 valid data sets were collected from college students in Busan, Korea. Structural and measurement models were estimated using LISREL 8.80. Because face saving failed to attain internal validity, the research model was revised to eliminate face saving. The findings indicated that perceived behavioral control had the strongest direct influence on purchase intentions of Korean college students for foreign brand jeans. Group conformity and subjective norm had non-significant direct impacts on purchase intention, whereas group conformity had an indirect impact on purchase intention through attitude. Based on the findings, theoretical and managerial implications were provided.

• Journal of Families and Better Life
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• v.33 no.6
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• pp.97-113
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• 2015

The purpose of this study is to examine adolescent consumers' donation intention. To attain the goal, a survey was conducted to middle and high school students and undergraduates at the age of 25 or younger residing in Seoul and the capital area from June 1st to the 25th in 2015. A total of 450 questionnaire sheets were used for final analysis. This study investigated adolescent consumers' donation attitude and donation intention levels and also the effects of related variables on their donation intention with the mediation of their donation attitude. The implications of this study for consumer education and policy will be meaningfully used to increase their donation behavior afterwards. According to the major findings of this study, first, adolescent consumers' donation attitude was relatively positive, and their donation intention was relatively lower than their donation attitude. Second, comparing the total causal effects of variables on donation intention, interest in donation was found to the biggest, and the next were subjective norms, mother's participation in the donation experience (yes), personal citizenship, donation attitude, male students, the subjective level of financial status, face-saving behavior, and undergraduates in order.

• Proceedings of the Korea Inteligent Information System Society Conference
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• 2001.01a
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• pp.325-329
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• 2001

This paper tests existence of precautionary saving motive under health uncertainty, using household level panel data from Korea. For this purpose, this paper considers a dynamic health capital model with health uncertainty and derives testable equations for changes in consumption and medical expenditures. Under this framework, households who face future health uncertainty will exhibit precautionary behavior by depressing consumption or increasing investment in health. To test this hypothesis, the paper uses the conditional variance of health as the direct measure of health uncertainty, obtained by estimating a multinomial logit model. Empirical results using the Korean Household Panel Study (KHPS, 1993 - 1997) suggest that Korean elderly households follow the precautionary behavior to insure against future health risk.

• Journal of the Korean Home Economics Association
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• v.42 no.2
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• pp.117-131
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• 2004

The purpose of this study was to examine the current situation of B2B fashion buying behavior (i.e., buying motives, product characteristics, buying processes), and to analyze the buying performance, buying problems and buying strategies. In depth, face-to-face interviews with structured questionnaire were conducted with three buyers and three vendors related to 18 buying items of C Company. Results of this research were as following:1. Buying motives were mainly reduction of buying costs, improvement of profits, and increased efficiency in buying process for retail buyers, while the selling motive was mainly improvement of market share for suppliers. Suitable items for B2B buying were basic items or bulk items. The B2B buying process included the following steps: selecting auction items, target prices, and suppliers ; setting the product specification and bidding niles; training the suppliers for preparing the auction; proceeding the auction by internet. 2. The perceived B2B benefits for buyers were profit improvement and cost reduction while those for suppliers were time saving and market share improvement. The indicated buying problems were as poor product quality, low product image, and difficulty in partnership. For B2B buying strategies, a quality management system, various auction tactics based on items, and a supplier management system were recommended.

• Journal of Korean Library and Information Science Society
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• v.52 no.1
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• pp.279-300
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• 2021

The present study aimed to investigate the information needs and information seeking behavior of consumers who attempted to quit or maintain the ceasing of smoking and analyze the effects of the health information obtained at different stages. In particular, we examined how consumers use mobile health applications(health apps) as aids to change unhealthy behaviors and how their use of health apps influence health behavior changes. For 7 months from December 2017 to July 2018, the researchers observed changes in smoking behaviors of college students who use smoking-cessation apps and conducted face-to-face interviews. Regarding the effects of smoking-cessation apps, the participants in the action stage reported that they were encouraged to quit smoking by visualized information such as the number of days of smoking cessation, change of health status, and the saving of money due to smoking cessation. The participants in the maintenance stage highlighted that smoking cessation apps were helpful in recognizing the importance and achievement of smoking cessation by sharing experiences and social support with other attempters in the app community. The study provided theoretical implications in the field of information behavior in that it identified the particular types of information needs and information-seeking behavior of the consumers who were using mobile apps in their behavior modification process. In addition, those findings can contribute to designing the contents of the smoking cessation apps that reflect the information needs of those who attempt to cease smoking and further suggest practical insights to health information services that promote effective information intervention strategies in health behavior change.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.12
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• pp.1956-1964
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• 2009

Understanding ethical fashion consumers in Korea is essential for the expansion of the ethical fashion market. This study analyzed ethical consumers in Korea in an examination of the factors that influence ethical purchase behavior and attitudes. The differences between ethical fashion consumers and non-ethical fashion consumers were investigated using eight variables (perceived consumer effectiveness (PCE), self-direction, benevolence, universalism, social responsibility, perceived behavioral control, face saving, and group conformity). Data were collected by means of a questionnaire through both on-line and off-line surveys from April 20 to June 7, 2009. Only the respondents knowledgeable of ethical products or ethical consumption were asked to complete the questionnaire. A total of 494 samples were used for analyses. Using independent samples t-test, the differences in each variable between two groups were examined. There were significant differences between ethical fashion consumers and non-ethical fashion consumers in attitudes toward ethical consumption behavior, behavioral intention, PCE, self-direction, universalism, social responsibility, and face saving variables. The factors influencing attitude and behavior intention were investigated by step-wise regression analyses. For ethical fashion consumers, the attitudes to ethical consumption behavior were largely influenced by PCE and benevolence. Social responsibility was the most predictable variable in guiding behavioral intention. Behavioral intention was also influenced by benevolence and attitude. Group conformity was found to be negatively correlated with behavioral intention. The findings of this study provide significant guidance for marketers of ethical fashion products. This study is the start of ethical fashion consumer research in Korea and can develop into variable subfields in the future.

• Nutrition Research and Practice
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• v.15 no.6
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• pp.747-760
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• 2021

BACKGROUND/OBJECTIVES: The consumption of home meal replacement (HMR) is increasing among college students in Korea and China. In particular, Chinese college students studying abroad in Korea (CSK) show changes in their dietary behavior after migration, and HMR consumption for meal substitution is also increasing. This study was conducted to compare the HMR consumption behaviors and HMR development needs of CSK, Chinese college students in China (CSC), and Korean college students in Korea (KSK). SUBJECTS/METHODS: The subjects were 570 college students (180 CSK, 200 CSC, and 190 KSK) who had experience of HMR consumption. Data were collected by face-to-face survey in 2019 and analyzed using SPSS 25.0. RESULTS: The majority of the subjects purchased HMR to 'saving time' and 'preventing meal skipping'. Average purchase price per HMR was about 5,000 won for the CSK and KSK, and about 3,000 won for the CSC. The most important attributes when selecting HMR for the CSK and CSC were hygiene, freshness, and taste in that order, while for the KSK were taste, price, and hygiene. Rice was preferred by the KSK while grilled and fried dishes were preferred by the CSK and CSC. In terms of development needs, dessert and meat-based side dishes were highest in all three groups. The preferred food materials for more than 50% of the subjects of all groups were beef, chicken, pork, shrimp, and squid, and spinach and Chinese cabbage in the CSK, and onion in the KSK. CONCLUSIONS: This study shows more effort is needed to develop the healthy customized HMR for college students studying in Korea and China, and that focuses are placed by CSK on hygiene and freshness, by CSC on meat side dishes, hygiene, and price, and by KSK on snacks (as meal substitutes), taste, and price.

• Informatization Policy
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• v.21 no.3
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• pp.102-127
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• 2014

Although mobile banking provides cost-saving opportunities as well as convenient banking experience for customers, today's banks still face challenges when deploying the technology because a good number of customers are reluctant to use mobile banking for personal reasons. This paper is an empirical investigation of the determinants of the intention to use smartphone-based mobile banking services. The determinants are grouped into two categories including personal factors and social influence factors. We conducted an empirical analysis using 751 survey responses collected from present users of mobile banking services. The results of the analysis reveal that all the personal factors have positive relationships with the intention to use mobile banking services. On the other hand, it was found that of the social influence factors, perceived herding behavior has significantly positive relationship with the intention to use smartphone-based services, whereas subjective norm is not significantly related to the intention. We provide practical as well as academic implications of the research findings.