• 가정과삶의질연구
• /
• 제9권2호
• /
• pp.49-62
• /
• 1991

The purpose of this study is to measure the overall level of consumer consciousness and behavior environmental problems of college women students and to analyze influencial factors. Five hundred and sixteen college women students were selected randomly, in Kwangju area. The methods of data analysis were Frequency Distribution, Mean , Percentile, one-Way ANOVA , Scheffe-test . Pearson's Correlation, and Stepwise Multiple Regression Analysis. Major finding are as follows; 1) The consumer consciousness and behavior an environmental problems of college women student showed significant differences according to the grade, age, major, socio-economic status, consumer education experience environmental problems, and frequencies of contacting mass media. 2) The consumer behavior on environmental problems of college women students had a positive relationship with consumer consciousness on environmental problems. Based on the above findings , this study suggests the followings; first the consumer education as a formal program is needed for the improvement of the consumer consciousness and behavior of college women student. Second. The content of the consumer education must emphasize more clearly the consumer rights in order to improve consumer's consciousness and behavior of environmental problems. Third. mass media of TV, radio, newspaper, magazine must be more active publicity and instruction in order to improve consumer's consciousness and behavior on environmental problems.

• Human Ecology Research
• /
• 제58권4호
• /
• pp.613-633
• /
• 2020

This study identifies consumers' perceived benefits and costs when using Samsung Health (a healthcare app) based on consumer reviews from Google Play Store's app and social media discourse. We examine the differences in the benefits and the costs of Samsung Health using these two sources of data. We conducted text frequency analysis, clustering analysis, and semantic network analysis using R programming. The major findings are as follows. First, consumers experience benefits and costs on several functions of the app, such as step counting, device interlocking, information acquisition, and competition with global consumers. Second, the results of semantic network analysis showed that there were eight benefit factors and three cost factors. We also found that the three costs correspond to the benefits, indicating that some consumers gained benefits from certain functions while others gained costs from the same functions. Third, the comparison between consumer app review and social media discourse showed that the former is appropriate to assess the performance of app functions, while the latter is appropriate to examine how the app is used in daily life and how consumers feel about it. The current study suggests managerial implications to healthcare app service providers regarding what they should strengthen and improve to enhance consumers' satisfaction. It also suggests some implications from the two media, which can be mutually complementary, for researchers who study consumer opinions.

• International Journal of Contents
• /
• 제16권1호
• /
• pp.10-24
• /
• 2020

As many brands use social media influencers (SMIs) on Instagram to advertise, not disclosing advertised content affects how consumers perceive these influencers. The purpose of this study was to investigate two objectives: 1) recent advertising disclosure types on Instagram and 2) the factors that affect consumer responses towards Instagram influencers posting advertised content. Using an experimental 2x2 between-subjects design (N=200), the findings show that "sponsored" and "paid partnership with" are two recent types of ad disclosures. However, both factors are insignificantly different from each other. Also, ad disclosure condition enhances the trustworthiness of the influencer than no disclosure. Ad skepticism, source credibility, and the level of persuasion strongly relate to how consumers perceive Instagram influencers advertising for brands. These factors enable consumers to assess if the influencer is a reliable source of information when faced with advertisement. Ultimately, using disclosure gives full information to consumers about the persuasive intent, as well as increases positive consumer responses towards the influencer who discloses, thereby, enhancing the ethical use of the influencer advertising strategy and long-term consumer relationship.

• 방송공학회논문지
• /
• 제11권1호
• /
• pp.130-137
• /
• 2006

본 논문에서는 통신 방송 융합 환경하에서 다양한 이동 통신 단말을 가지고 있는 최종 소비자에게 멀티미디어 콘텐츠를 서비스 ( 간단히, UCA(Ubiquitous Contents Access) 라고 함) 해 주는 기술들을 소개하고 이 기술들이 적용된 서비스 모텔을 제안한다. 또한 제안된 서비스 기술에 대해 소비자 측면에서 보이는 서비스 기술의 상대적 우위성과 유희성을 분석하였다. 이와 같이 소비자 관점에서 바라본 통방 융합 서비스 기술에 대해 소비자 관점의 상대적 우위성 및 유희성을 분석함으로써 제안된 통신 방송 융합 서비스 모델이 소비자가 선호할 수 있는 가치 있는 서비스임을 알 수 있다.

• Asia Marketing Journal
• /
• 제17권3호
• /
• pp.53-72
• /
• 2015

Social media marketing have drawn substantial attention in business and academia. This study examines the impact of social media marketing on purchase intention of consumer in South Korea and Pakistan. The research background rests on literature of social media, social media marketing, electronic word of mouth and social media advertisement. Descriptive research method is adopted for the purpose of this study. The findings indicated that South Korean users have higher intention to purchase products through social media platforms as compared to users in Pakistan. The results also show that electronic word of mouth has greater influence on purchase intention as compared to advertisement on social networks. Managerial implications and limitations of the study results were also discussed.

• 가정과삶의질연구
• /
• 제34권1호
• /
• pp.13-32
• /
• 2016

The goal of this study was to determine the effect of social responsibility characteristics and consumer attitude on consumer purchasing intention. And we used survey result data from 400 adults (200 males and 200 females) aged between 20 and 50 years for our research sample. Also, this study aims to look at the purchasing intention based on Fishbein's attitude model, in order to predict consumer purchasing behaviors on the products made by corporations that have good social responsibility. By using consumer consciousness of social responsibility and Consumer assessment on corporations' social responsibility, this study also intends to examine the ultimate effects on the intention. The following is a summary of the main results and suggestions. First, less than 30 percent of all consumers have experienced education on social responsibility, which is significantly low. Consumers' education experience had no effects on consumer purchasing intention. Consumers' education experience on social responsibility is surely related to purchasing intention, but gives no meaningful relations from the actual proof analysis, which is because of the problems of current consumer education programs. Government and official institutions, corporations, consumer groups should provide more educational opportunities than broadcast media, internet, school, and printed media. Second, according to the analysis result on Consumer consciousness of social responsibility, the assessment scores on social contribution and environmental protection are relatively lower than on consumer protection and energy resource saving. They tend to focus more on social responsibility related to individual interest rather than broader social responsibility as a member of society. Third, consumers have a positive attitude about corporation and its products made by corporations that have good social responsibility. Fourth, the most contributing factor on consumer purchasing intention is corporate consumer attitude. The next is product consumer attitude, Consumer consciousness of social responsibility, and Consumer assessment on corporations' social responsibility.

• 가정과삶의질연구
• /
• 제23권3호
• /
• pp.77-91
• /
• 2005

This study conceptualized the factors affecting college students' consumer decision-making styles from the perspective of consumer socialization. A number of antecedent variables identified by preceding studies (age, gender, place where one grew up, job experience, main reason for working, amount of allowance, family income, socio-economic status) and socialization agents such as family, peers, mass media were included in the analysis. This study extends previous studies by examining a theoretical link between the antecedent variables and socialization agents. Three hundred and forty one undergraduate students in Daejeon were participated in this study. Stepwise multiple regression md path analysis were conducted. The results of this study are as follows: 1. Six consumer decision-making styles were identified. 2. The influence of the socialization agents, especially mass media and several antecedent variables, especially gender and main reason for working, played important roles in consumer decision-making styles. 3. Several antecedent variables, especially gender and family income, were related only with the influence of socialization agents. 4. Six path-analysis models that illustrate the relationships among the antecedent variables, the socialization agents and consumer decision-making styles were proposed.

• The Journal of Asian Finance, Economics and Business
• /
• 제5권3호
• /
• pp.81-93
• /
• 2018

This study developed and tested the impact of hallyu 4.0, social media, and consumer ethnocentrism on the decision to purchase Korean products of Generation C in Vietnam. Both qualitative and quantitative methodologies were utilized in this study. Qualitative research was first carried out with in-depth interview, conducted to derive measurement items for the interested constructs. Quantitative research used cross-sectional field design by pilot study and official study. The model was tested and developed using data collected by questionnaires, from a sample of 575 respondents, by both electronic and paper surveys with non-probability and convenience sampling techniques. SPSS 20 and AMOS 20 software were employed to analyze the data. The results of structural equation modeling showed that hallyu 4.0, social media, and consumer ethnocentrism influenced the intermediates variables: subject norms, trust, attitude and behavioral intention and influenced purchase decision. The hallyu 4.0, social media, and consumer ethnocentrism are independent variables. They impact purchase decision through mediating variables such as trust, subjective norms, attitude and behavioral intention. Social media influences not only to trust but also to subjective norms. Subjective norms influence on purchase decision. This study also discovers an interesting fact that trust and attitude variables have an impact on behavioral intention and purchase decision.

• 지능정보연구
• /
• 제28권4호
• /
• pp.95-117
• /
• 2022

인터넷 기술의 발전으로 인해 다양한 미디어가 등장하면서 광고주들은 기업의 광고 전략에 적합한 미디어를 선택하는데 어려움을 경험하고 있다. 전통적인 광고 마케팅 전략을 바탕으로 광고 미디어를 선택하면 소비자의 상황 정보를 효과적으로 반영하는데 어려움이 존재한다. 이러한 상황에서 소비자의 과거 데이터를 분석하여 소비자가 필요하거나 관심 있는 정보를 바탕으로 광고주에게 맞춤형 미디어를 제공하는 추천 시스템이 필요하다. 전통적인 추천 시스템은 정량적 선호도 정보를 기반으로 추천 서비스를 제공하기 때문에 다양한 상황 정보를 반영하기 어려운 문제점이 존재한다. 본 연구에서는 딥러닝을 이용하여 소비자의 미디어 시청 시간, 거주 지역, 나이, 성별 등 상황 정보를 고려하여 광고주에게 맞춤형 미디어를 추천하는 방법론을 제안한다. 본 연구는 한국방송광고진흥공사에서 제공하는 소비자행태조사 데이터를 사용하여 추천 시스템을 구축하였다. 또한, 기존 연구에서 널리 사용되는 여러 벤치마크 모델과 비교하여 추천 성능을 검증하였다. 실험 결과, 본 연구에서 제안하는 소비자의 상황 정보를 반영한 추천 모델이 기존의 벤치마크 모델보다 높은 정확성을 나타내는 것을 확인하였다. 이 연구는 향후 광고주들이 소비자의 여러 상황 정보를 바탕으로 맞춤형 미디어 선택할 때 효과적인 의사결정을 내릴 수 있도록 도움을 주는데 기여를 할 수 있을 것으로 기대한다

• Fashion, Industry and Education
• /
• 제15권1호
• /
• pp.1-11
• /
• 2017

The proliferation of social media has given rise to the new consumer group, namely, social consumers. This study identified the distinct characteristics of social consumers (i.e., online social search, online social navigation, online social connection) and examined the impacts of social consumer attributes on the engagement with fashion brands via brands' SNSs (BSNSs). A sample of 141 U.S. consumers who had browsed and/or participated in a fashion brand's BSNS (i.e., the Facebook page for fashion brands) was used to examine hypothesized relationships. The analyses involved running a confirmatory factor analysis and a structural equation modeling. The result indicates that the impacts of the social consumer attributes on the benefits of BSNSs (i.e., experiential and functional benefits) as perceived by consumers were significant, except the link between online social connection and functional benefits. In addition, consumers' existing relationship with a brand served as a moderating variable, strengthening the impacts of social consumer attributes on BSNS benefits. The perceived benefits of BSNSs positively affected perceived relationship investment which in turn influenced brand loyalty. Practical marketing suggestions are provided for fashion brands.