• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.16 no.4
• /
• pp.195-209
• /
• 2021

According to the 2019-2020 social media usage survey conducted by the Seoul e-commerce center, 5 out of 10 consumers have experienced shopping through social media. The cost of traditional advertising media has been reduced and advertising spending on social media has risen by 74%, indicating that social media is becoming a more important marketing element. While the number of users of social media has increased and corporate marketing activities have increased accordingly, research has been conducted in various aspects of marketing such as user motivation for social media, satisfaction, and purchase intention. There was no subdivided study on the differences in the social media usage frequency of consumers in actual purchasing behavior. This study attempted to identify differences in consumer characteristics by cluster in the agrifood purchase situation by grouping them by type according to the frequency of use of social media for consumers who purchase agri-food online. Product involvement, product need, and online purchase channel Consumer characteristics such as demographic distribution, perceived risk, and eating and lifestyle in each cluster were checked for the three agrifood purchase situations including choice, and types for each cluster were presented. To this end, questionnaire data on the frequency of social media use and online agrifood purchase behavior were collected from 245 consumers, and the validity of the measurement variables was secured through factor analysis and reliability analysis. As a result of cluster analysis according to the frequency of social media use, it was divided into three clusters. The first cluster was a group that mainly used open social media, and the second cluster was a group that used both open and closed social media and online shopping malls; The third cluster was a group with low online media usage overall, and the characteristics of each cluster appeared. Through regression analysis, the effect on product involvement, product need, and purchase channel selection when purchasing agri-food online through each of the three clusters was confirmed through regression analysis. As a result of the regression analysis, the characteristic of cluster 1 in the situation of purchasing agri-food online is a male in his 30s living in a rural area who has no reluctance to purchase agri-food on social media or online shopping malls. The characteristics of cluster 2 are mainly consumers who are interested in purchasing health food, and the consumer characteristics are represented. In the case of cluster 3, when purchasing products online, they purchase after considering quality and price a lot, and the consumer characteristics are represented as people who are more confident in purchasing offline than online. Through this study, it is judged that by identifying the differences in consumer characteristics that appear in the agri-food purchase situation according to the frequency of social media use, it can be helpful in strategic judgments in marketing practice on social media customer targeting and customer segmentation.

• Journal of the Korean Society of Costume
• /
• v.57 no.3 s.112
• /
• pp.78-89
• /
• 2007

The objectives of this research were to investigate the relationships between purchase motives and post-purchase satisfaction of cosmetics at internet shopping malls, and to reveal how cosmetic purchase motives and demographic variables influence to the post-purchase satisfaction. Subjects were 202 females in Seoul who had experiences of cosmetic shopping at internet. Five dimensions of cosmetic purchase motives at internet shopping malls were derived by factor analysis: 'information provision', 'service/quality', 'time saver', 'use convenience', and 'economical efficiency'. Consumers showed relatively high cosmetic purchase motives at internet shopping malls because the prices of on-line shopping mall products were cheaper than those of off-line, and because it was easy to compare various products at internet shopping malls. The motive of 'information provision' had significant positive relationships with the satisfaction of price, quality, color, volume, and skin suitability of cosmetics. The motive of 'time saver' and 'use convenience' had positive relationships with the satisfaction of price and quality. The motives of 'service/quality' and 'use convenience' were higher in career women than in college women. The middle class consumers and the consumers who use internet more had a high 'information provision' motive in shopping cosmetics at internet. The post-purchase satisfaction of cosmetics was influenced most by the experience postscripts and next by economical efficiency, frequency of access to the internet cosmetic malls, and social class(-) in order.

• Human Ecology Research
• /
• v.61 no.4
• /
• pp.687-707
• /
• 2023

This study was conducted to obtain useful information on the development of the future second-hand fashion market by obtaining information on the current situation through unstructured text data distributed as news articles related to 'purchase of second-hand clothing' and 'purchase of second-hand luxury goods'. Text-based unstructured data was collected on a daily basis from Naver news from January 1st to December 31st, 2022, using 'purchase of second-hand clothing' and 'purchase of second-hand luxury goods' as collection keywords. This was analyzed using text mining, and the results are as follows. First, looking at the frequency, the collection data related to the purchase of second-hand luxury goods almost quadrupled compared to the data related to the purchase of second-hand clothing, indicating that the purchase of second-hand luxury goods is receiving more social attention. Second, there were common words between the data obtained by the two collection keywords, but they had different words. Regarding second-hand clothing, words related to donations, sharing, and compensation sales were mainly mentioned, indicating that the purchase of second-hand clothing tends to be recognized as an eco-friendly transaction. In second-hand luxury goods, resale and genuine controversy related to the transaction of second-hand luxury goods, second-hand trading platforms, and luxury brands were frequently mentioned. Third, as a result of clustering, data related to the purchase of second-hand clothing were divided into five groups, and data related to the purchase of second-hand luxury goods were divided into six groups.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.19 no.5
• /
• pp.723-737
• /
• 1995

The purposes of this study were to investigate 1) the difference of cognitive evaluation on body exposure of female clothing, ann 2) purchase frequency and intention of wearing according to demographic variables. The instrument of this study consisted of response scale and stimuli. Thirty three items of 7.point Likert scale were developed to measure cognitive evaluation of the people who responded. The stimuli were 7 types of clothing, differing exposure parts and style on line drawing. The sample included 450 subjects, consisting of 231 in Seoul and 219 in Chun-nam Province. Statistics applied for analysis were frequency, percentage, mean, standard deviation, correlation, t-test, F-test, Duncan's multiple range test, factor analysis. The Results were: 1. Constructing factors of cognitive evaluation consisted of elegance, sensuality, attraction, individuality. There were significant differences in every factor on each types of clothing. 2. The evaluation toward each types of clothing was influenced by the subjects' sex, age, and residence. 3. Purchase frequency and intention of female subjects' wearing were very low, and there were significant differences on demographic variables.

• Journal of the Korean Society of Food Culture
• /
• v.14 no.4
• /
• pp.271-287
• /
• 1999

A change in distribution structure affect a consumption structure which may result in considerable changes in lifestyle including food purchase. The purpose of this study was to investigate the effect of change of distribution structure on the indigenous fermented food purchase. The informations of this study were obtained from 407 housewives residing in Seoul and the capital area by using questionnaire during May to June, 1997 Their data were statistically analyzed based on frequency, mean, and $X^2-test$. The results were as follows; 1) The percentages of subjects buying ready made fermented food were 69.8% for Jotkals(salt-fermented fish products), 22.3% for Kochujang(fermented red pepper soybean paste), 21.6% for Janachis(pickled basic side dishes), 21% for Kanjang(Korean style soybean sauce), 17.1% for Toenjang(Korean style soybean paste), and 3% for Kimchi(seasoned and fermented vegetables). 2) With decreasing age, preparation ability of Kanjang, Janachis, and Kimchi. The subjects living close to the new distribution channel were higher in ready made fermented food than the others. 3) Compared to the subject living far from the new distribution channel, the subject living close to the new distribution channel was high in frequency of new distribution channel utilization for indigenous fermented food purchase but low in frequency of conventional market utilization. The younger in age, higher in educational level, and nuclear family, the higher the utilization of new distribution channel for indigenous fermented food purchase.

• The Research Journal of the Costume Culture
• /
• v.20 no.4
• /
• pp.500-514
• /
• 2012

The purpose of this study was to classify the lifestyles of 20's unmarried women, identify the differences among the lifestyle groups, and analyze sportswear purchase behaviors and brand loyalty according to the lifestyle types. The subjects were 312 single women who had purchased sportswear. The questionnaire consisted of measurement items for lifestyle, purchase behaviors, brand loyalty and demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ANOVA, ${\chi}^2$-test and Duncan's multiple range test, using SPSS 18.0 program. The results of the study were as follows. First, as a result of cluster analysis to classify the lifestyles of 20's single women, 4 groups were identified as practical and advanced-media-usage type, adventurous and self-actualizing type, enthusiastic-fashion seeking type, active and leisure-oriented type. Second, 3 factors of brand loyalty were classified as continuous brand loyalty, habitual brand loyalty and no brand loyalty. Third, upon analyzing the differences of brand loyalty based on lifestyles, practical and advanced-media-usage type and enthusiastic-trend seeking type showed no brand loyalty. Forth, 4 groups showed different sportswear purchase behaviors, such as purchase motivation, information sources, purchase frequency, purchase cost of one time, purchase place, the number of possession and purchase items.

• Journal of Families and Better Life
• /
• v.1 no.2
• /
• pp.75-88
• /
• 1983

This study intends to examine the relations between the demographical and the socioeconomic variables on the post-purchase behavior of durable goods in rural household . Several concrete hypothesis in the above study were set as follows: 1) The evaluation on the post-purchase of rural household might be differently made in accordance with sex, age, resident district, education level, income level, family type and user's own purchasing, etc. 2)There can be differences in the attitude on the post-purchase of rural household in accordance with sex, age, resident district, education level, income level, family type and user's own purchasing, etc. 3) It must be of necessity to habe correlation between the evaluation and the attitude of the post- purchase. To examine these hypothesis, the study used the 27 questionnaires which are composed of 7 subject for general characteristics and 10 subjects respectively for the post-purchase evaluation and attitude of 285 rural households in Chon Nam Province. They were interviewed for 11days from Apr. 1st, 1983 to Apr. 11 the, 1983. Statistical methods such as frequency, percentage, Chi-Square test, arithmetical mean, t-test, F-test and Pearson's correlation coefficients, etc. are used for the data analysis. The summary and the conclusion resulted form such analysis are as follows; First, high significances are shown on the age the resident district the education level and the family type as significant variables affecting on the post-purchase evaluation of the rural house hold. Second, high significances are shown on the education level, the income level, the family type and the users own purchasing, etc. as significant variables affecting on the post-purchase attitude of rural household. Third, correlations between the post-purchase evaluation and the post-purchase attitude are very close. Therefore the hypothesis 1)and 2) of this study were accepted partially and the hypothesis 3) was confirmed wholely.

• Journal of Korean Home Economics Education Association
• /
• v.10 no.2
• /
• pp.145-161
• /
• 1998

The purpose of this study was to survey the actual condition of the Middle School Students on a Drug. In this study, 500 middle school students in Seoul response to a questionnaire which is composed to analyse two categories, i.e. general facts, the actual condition of drug use (the frequency of drug use, the degree of perception on drugs, the people using a drug surrounding the degree of purchase on drugs). And the students are classified by satisfactory degree on their home backgrounds, satisfactory degree on their school life, and school record. The data is analysed by means of frequency, percentage, chi-square test and Pearson's correlation using the $SPSS-PC^+$ package program. The results of this study were as follow : The frequency of drug use except a alcohol and the degree of perception on a drug among female students are higher than among male. The female students are more permissive on the drug use and they are also tend to think more easily the purchase of a drug. The frequency of drug use and the degree of perception on drugs are higher in the group of the lower satisfactory degree on their home background. Especially, there are many people using drugs surrounding the students in the lower group. The frequency of drug use and the degree of perception on drugs are higher in the group that has the lower satisfactory degree on school life. The students in the group having low school record have more dangerous thought about the use of drugs than the students of high record. The degree of perception on a drug is higher in a higher group, and the students in a higher group also think more easily the purchase of drugs. The percentage of students using drugs are not high, but the high percentage of students are interested in the drugs and they have permissive attitudes on drugs. Thus, the preventive education for drug abuse must be done rapidly.

• The Korean Journal of Food And Nutrition
• /
• v.28 no.2
• /
• pp.178-188
• /
• 2015

The purpose of this study was to investigate the association of interpersonal relationships with snack preference and the intake frequency of snacks with a primary focus on obesity index and snack preparations in upper grade (5~6th) elementary school students. A total of 719 students in Gyeongsangnam-do province were recruited and a questionnaire-based survey was conducted. Data were analyzed using the SPSS V18.0. The results were as follows : A total score of interpersonal relationships was 94.5 (full marks 125), and the scores of 7 factors consisting interpersonal relationships were over 3.50(full marks 5.00). Overweight group had the lowest score in interpersonal relationships (p<0.01) and purchase group by oneself had a low score than the other groups in snacks preparation (p<0.001). Most favorite snacks were ice cream. Additionally, the snack purchase group showed higher scores than the cook group by family in 8 types of snack and a total score of preference (p<0.05~p<0.001). Milk and dairy products had the highest score in frequency of snack intake. And purchase group by oneself or family was a higher than cook group by family (p<0.01). Interpersonal relationships showed a positive effect on preference and intake frequency of milk and dairy products but their explanation powers ($R^2$) were very low. The findings of this study provide fundamental information impact factor in snack preference and frequency of snack intake.

• The Research Journal of the Costume Culture
• /
• v.21 no.6
• /
• pp.810-826
• /
• 2013

The purposes of this study were to analyze the effects of the experience realms (entertainment, educational, escapist, and esthetic) of augmented fashion reality applications on consumers' pleasure, satisfaction, intention of reuse, and purchase intention. This study is based on the survey subjecting those who have an iPhone. A total of 207 questionnaires were processed in analysis. Descriptive analysis, frequency analysis, reliability analysis and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, entertainment and esthetic experience positively influenced consumers' pleasure. Second, entertainment, educational and esthetic experience positively influenced satisfaction. Third, pleasure positively affected satisfaction. Forth, both pleasure and satisfaction positively influenced intention of reuse and purchase intention. Fifth, there were significant differences in the effects of the experience realms of augmented fashion reality applications on pleasure, satisfaction, intention of reuse, and purchase intention by gender. In conclusion, pleasure and satisfaction that influence reuse intention and purchase intention were influenced by the experience realms. When consumers feel satisfaction and pleasure in experience realms of augmented fashion reality applications, they are more likely to reuse of an augmented reality fashion application, and to purchase the products consumers were implementing an augmented reality fashion application for.