• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.5
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• pp.475-484
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• 2003

The objectives of this study were to investigate the consumers' general perceptions and attitudes in response to the leaflet fashion advertisements, and to examine how much differently the level of price and the advertisement type affect brand images and consumers' buying intentions. Subjects for this study were 192 female university students in the twenties. Through the pre-test, several casual brands with such various the level of price as high, middle. and low were selected. Stimuli consisted of 8 photographs of the advertisements types which were manipulated according to the price level(highㆍmiddle & low) and the advertisements type(generalㆍleaflet). The results showed that consumers got the information on the fashion products mostly from the advertisements in magazines. It was also found that consumers showed the highest interests on the design and the discount rate of prices in the leaflet fashion advertisements. The price range(highㆍmiddle & low) of casual brands had significantly affected on the brand image and the consumers' buying intention. And the higher the prices of casual brands were, the worse brand images were when products were advertised by fashion leaflets. The advertisements types(generalㆍleaflet) gave some influences only on the brand image. Based on these results, marketing strategies of fashion advertising would be ,suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.9_10
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• pp.1036-1047
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• 2003

This study was carried out in the purpose of proposing internet marketing strategy which can make conversion rate higher through analysis of internet shopping behavior types. This study was executed in two stages; qualitative study, quantitative study. In the qualitative study, internet shopping behavior types were investigated through the In-depth interview and direct observation, and then in the quantitative study, differences of internet shopping behavior types according to consumer characteristics, product properties and shopping-mall types were examined. For qualitative study, 30 samples by focus sampling were inquired and for quantitative study, 334 data were collected through web survey. The results of this study are as follows: First, 7 Internet shopping behavior types of apparel were found through the qualitative study: cautious purchase by price comparison, searching purchase, special low price purchase, impulse purchase, prepurchase deliberation, information accumulation, recreation-oriented. Second, in relation to consumer characteristics, consumers that have many internet purchase experiences showed goal-directed behavior more and female did more special low price purchase behavior and impulse purchase behavior than male. Third, according to product properties, high price product led more cautious purchase by price comparison & prepurchase deliberation behavior and fashionable product led more information-searching behavior. In the case of low price and fashionable products, impulse purchase behaviors were showed more. Forth, according to Internet shopping mall types, category killer shopping mall visitors showed information search behavior, recreation-oriented behavior more.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.8
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• pp.913-923
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• 2003

This study divides consumers into groups according to the TRI(technology readiness index) in order to (md out the characteristics of each consumer group, and attempts to examine how the frequency of shopping and the TRI affect service quality of and satisfaction at the internet apparel shopping sites. An on-line survey was made to collect data, and the replies from 785 people, who had an experience of apparel shopping apparel on line, were used in the analysis. The research results are as follows: 1. The four factors of optimism, innovativeness, discomfort, and insecurity were identified from the TRI factor analysis, and the total variance was 58.88%. 2. The male group showed the higher TRI than the female group. Especially the factor of innovativeness was higher in the male group, indicating the male group's activeness in the use of technology. 3. Consumers were classified into five types in terms of the TRI: explorers, pioneers, skeptics, paranoids, and laggards. 4. Service quality had the greatest influence on consumers’satisfaction with the apparel shopping sites, and the frequency of purchase, optimism, and discomfort ranked next to service quality.

• Journal of Families and Better Life
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• v.24 no.3 s.81
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• pp.27-41
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• 2006

The purpose of this study is to investigate the general tendencies and casual relations of demographic variables, consumer alienation, materialism and impulse buying among college students. Three hundred and forty one undergraduate students in Daejeon were participated in this study. Factor analysis, Multiple regression and Path analysis were used as statistical analysis. The major findings are as follows: 1. Consumer alienation of college students was divided into 4 types such as Powerlessness, Meaningless, Normlessness, Cultural Estrangement. The overall level of consumer alienation was 3.36. Normlessness(M=3.70) was the highest, and the lowest was powerlessness(M=2.82). Consumer alienation was influenced by gender, age, subjective level of living. Specifically, the lower the age and the subjective level of living were the higher meaningless and powerlessness respectively. And cultural estrangement was higher in male than female. However, normlessness was not affected by demographic variables. 2. The level of materialism of college students was relatively high(M=3.71). The materialism was affected by gender, age, allowance adequacy. 3. The level of impulse buying was higher than middle point(M=3.29). The results of path analysis showed that gender, age, allowance, allowance adequacy, socio-economic status, subjective level of living, powerlessness, materialism influence on impulse buying direct and indirect.

• Nutrition Research and Practice
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• v.5 no.4
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• pp.313-321
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• 2011

The Korea Food and Drug Administration (KFDA) revised the Health Functional Food Act in 2008 and extended the form of health functional foods to general food types. Therefore, this study was performed to investigate consumers' perceptions of the expanded form of health functional food and to predict consumption patterns. For this study, 1,006 male and female adults aged 19 years and older were selected nationwide by multi-stage stratified random sampling and were surveyed in 1:1 interviews. The questionnaire survey was conducted by Korea Gallup. The subjects consisted of 497 (49.4%) males and 509 (50.6%) females. About 57.9% of the subjects recognized the KFDA's permission procedures for health functional foods. Regarding the health functional foods that the subjects had consumed, red ginseng products were the highest (45.3%), followed by nutritional supplements (34.9%), ginseng products (27.9%), lactobacillus-containing products (21.0%), aloe products (20.3%), and Japanese apricot extract products (18.4%). Opinions on expanding the form of health functional foods to general food types scored 4.7 points on a 7-point scale, showing positive responses. In terms of the effects of medicine-type health functional foods versus generic health functional foods, the highest response was 'same effects if the same ingredients are contained' at a rate of 34.7%. For intake frequency by food type, the response of 'daily consistent intake' was 31.7% for capsules, tablets, and pills, and 21.7% for extracts. For general food types, 'daily consistent intake' was 44.5% for rice and 22.8% for beverages, which were higher rates than those for medicine types. From the above results, consumers had positive opinions of the expansion of health functional foods to generic forms but are not expected to maintain accurate intake frequencies or amounts. Thus, continuous promotion and education are needed for proper intake of generic health functional foods.

• Korean Journal of Community Nutrition
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• v.25 no.6
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• pp.464-473
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• 2020

Objectives: The purpose of this study was to compare and analyze e-commerce food purchase behavior and the perceptions of adult women according to their household types. Methods: The e-commerce food purchases of 318 adult women were surveyed and analyzed according to their household types (one-person or couple household (OCH); a household with children (HC); a household with parents (HP)). Results: The total amount of food purchases over 6 months through e-commerce according to household types was in the descending order of OCH (60.3%), HC (57%), and HP (55.1%) thus showing a significant difference (P < 0.05) in behavior between household types. The reasons for purchasing food through e-commerce included: a lower price than offline (30.8%), convenient delivery and transportation (30.2%), and food diversity (21.1%). When purchasing food online, the most important factor was price and quality, followed by quick and accurate delivery for OCH, exact information given about the product for HC, and recommendation from other consumers for HP (P < 0.01). The main foods purchased through e-commerce were coffee, tea (42.1%), instant and frozen foods (39.9%), water, beverages, dairy products (37.7%), snacks, bread, rice cakes (31.5%), and functional foods (27.4%). The percentage of respondents who were very satisfied or satisfied with their e-commerce food purchases was HP (84.1%), OCH (69.9%), and HC (65.6%) in that order (P < 0.05), and 96.5% of all subjects stated that they would be willing to purchase food through e-commerce in the future. The advantages of purchasing food through e-commerce were seen to be the highest in order and payment convenience with 4.1 points out of 5, followed by low price (4.0), variety of products (3.9), and ease of food purchase (3.9). Among the disadvantages listed, concerns about product damage and deterioration during delivery and differences between the displayed product and the delivered product were the highest with 3.7 points. Conclusions: The characteristics and perceptions of female consumers according to household types are important factors in enhancing the reach of e-commerce, and in preparing guidelines for food selection through e-commerce.

• KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY
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• v.27 no.3
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• pp.129-139
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• 2021

We studied the consumer preference for the packaging of "Samgyetang" retort product in order to improve its function and design. A total of 319 eligible respondents (male 175, female 144) were surveyed with a questionnaire asking on the general characteristics for the preference of the packaging function, type of retort package, packaging design, convenience, cooking method of retort product and characteristics of "Samgyetang" retort product. The collected data was analyzed using a chi-square (X²) statistical test in SPSS program. The results showed that the retort packages with opacity and microwaveable types were preferred. Also, most respondents expressed that it needs to be improved for cooking convenience. Another question results showed that the consumers are considering the taste and cost of a product more important than the brand of its product when purchasing. Based on the results of the questionnaire, the study suggested that many consumers want the convenience of packaging and product protection for high value added product. The results help to provide consumer's demand for packaging development and to provide the greatest advantages in terms of production and marketability of "Samgyetang" retort product.