• 가정과삶의질연구
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• 제22권1호
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• pp.55-64
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• 2004

The major purpose of this study was to investigate purchasing behavior of environmental products by Korean consumers, which will ultimately help foster sustainable consumption. Environmental consciousness, environmental behaviors, level of awareness of environmental products, and purchasing of environmental products were examined. Mean differences between purchasers and non-purchasers of environmental products were compared in terms of environmental consciousness and behaviors, and the level of awareness of environmental products. A survey was conducted on 310 consumers in the greater Seoul metropolitan area. The data were analyzed by frequencies, percentages, logistic regression, and t-tests using a variable for interval scale and a variable for nominal scale. There were significant mean differences between purchasers and non-purchasers of environmental products on three variables of environmental consciousness and behaviors. Those who were educated on environmental issues showed a higher preference in purchasing environmental products. Among socio-demographic variables, the income level was the only variable that showed a significant mean difference between the two groups. Also, there was a remarkable difference in purchasing behavior between the two groups. For the purchasers of environmental products, the purchasing decisions took into account environment-friendliness of products. Non-purchasers of environmental products put more emphasis on price or quality of products. The results of the logistic regression analysis indicated that those who had higher education, who viewed environmental pollution as a serious problem, and who are more cognizant of the environmental labeling tend to purchase more environmental products.

• Asian Journal of Business Environment
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• 제2권2호
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• pp.13-21
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• 2012

Purpose - The purpose of this research was to suggest purchasing decision factors through understanding the context of purchasing behavior and to figure out variables related to purchasing decision, purchasing cognition, and attitude. Research design / data / methodology - By random sampling, 200 consumers who are over 20, have purchased Digital·home appliance on TV home shopping, and have lived in the Seoul area were chosen as sample subjects. Questionnaires data were obtained from all subjects by self-administration method. Results - Result of analysis could be summarized as following. Analysis of the cognition of digital/home appliance product features, and influence of digital/home appliance product feature to purchasing intention are presented in the following order; price (3.50), diversity (3.10), brand (3.00). Also, analysis of the cognition of TV home shopping feature and influence of TV home shopping feature to purchasing of digital/home appliance are presented in the following order; awareness (3.63), safety of delivery (3.38), safety of transaction (3.28), product test (3.27). Conclusions - Purchasing attention of TV home shopping features presented difference in awareness, safety of delivery, safety of transaction, and product testing factors. In order to vitalize home shopping, impossibility of quality confirmation should be overcome and reinforcement of brand power should be considered.

• 산업진흥연구
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• 제1권1호
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• pp.123-128
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• 2016

본 연구는 가정의 물 절약 및 절수제품 사용에 대한 인식이 절수제품 구매의도에 미치는 영향을 분석하였다. 연구결과 절수제품 구매의도에 유의한 영향을 미치는 요인은 가정에서 물 절약 필요성 인식(p<.001)과 절수제품의 절수효과 만족도(p<.01)로 나타났다. 또한 응답자의 직업, 가정의 물 절약이 가장 필요한 부문, 가정에서 물 절약을 위해 가장 노력하는 부문, 절수효과가 가장 높은 제품 인식, 절수제품의 단점 인식에 따른 절수제품 구매의도의 집단 간 차이로 나타났다. 본 연구는 가정의 물 절약 필요성 인식과 절수제품의 절수효과 만족도가 절수제품 구매의도에 유의한 영향을 미침을 밝힘으로써 물 절약 및 절수제품에 대한 인식이 물 절약을 위한 적극적 행동의지에 미치는 효과성을 검증한 데에 그 의의가 있다.

• 농촌지도와개발
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• 제23권1호
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• pp.15-25
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• 2016

In this study, we examined the awareness of consumers purchasing Punica granatum by conducting a survey on consumption of Punica granatum for the consumer panel of the Rural Development Administration (RDA) and derived the purchasing characteristics from the actual purchase date analyzed in a Linear regression model and Tobit model. Most consumers had been purchasing Punica granatum for health and beauty, and the proportion of that consumers were willing to repurchase Punica granatum was 93.1%. The result of examining the biggest considerations in 5 point scale when choosing a Punica granatum was in the order of freshness (4.37)> price (4.15)> safety (4.13)> size(3.86)> brand (3.27)> discount event (2.76). When we compared the results between a linear regression model and tobit model, the signs of all variables are consistent with each other. However, it was estimated that all absolute values of the coefficient values in the results of the tobit model analysis were larger than the values in the linear regression model, except for the "favorite purchasing place" of a weekday traditional markets. Punica granatum is known as a good fruit for postmenopausal women and it seems that the higher age is, the more purchase there will be. The more income a housewife had, the greater purchase there was. In the case of the purchase amount, a selecting for a eating pleasure was bigger than a selecting for a need of health. Therefore, it is necessary to develop Punica granatum with a taste in consumer preferences.

• 한국식품영양학회지
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• 제29권5호
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• pp.643-654
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• 2016

The purpose of this study was to investigate the purchasing behavior and selection attributes for Home Meal Replacement (HMR) and to identify the selection attributes affecting purchasing frequency and purchasing costs of married women living in a city. Among 837 questionnaires distributed to HMR married women consumers, 752 complete questionnaires (89.8%) were analyzed. The younger married women group showed higher frequency of purchasing HMR than the older age group. The 20s and 30s age groups showed higher purchasing costs for HMR than the 40s and older age groups. A higher proportion of employed married women purchased HMR three or more times per week and spent an average of more than 20,000 won per purchase in comparison with unemployed married women. HMR selection attributes were classified into five factors: 'taste and sanitation', 'economic efficiency', 'health and nutrition', 'convenience', and 'reliability and awareness'; mean scores of these factors' importance levels were 4.28, 3.93, 3.59, 3.54, and 3.50 out of 5 points, respectively. The importance level of 'taste and sanitation' factor was significantly greater as married women's age decreased. However, the importance level of 'health and nutrition' factor was significantly greater as married women's age increased. The results of the logistic regression analyses indicate that the 'taste and sanitation' and 'health and nutrition' factors affected frequency of purchasing HMR. The 'reliability and awareness' factor had the most significant impact on cost per purchasing HMR. Therefore, a product differentiation strategy according to married women's age and employment status should be applied. Product qualities and brand value should be improved to enhance competition in the HMR market.

• Journal of Information Technology Applications and Management
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• 제22권4호
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• pp.105-126
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• 2015

In this study, we investigated the impact of the information richness and reachness on the mobile purchasing and the moderating effect of individual characteristics. We examined the information richness and reachness through SNS information and Push notification of smartphone, respectively. As the moderating variables, we adopted customer's value orientation and innovativeness. In the main-effect model with no moderating variable, both of information richness and reachness showed significant effects on the perceived value of products and purchasing channel. Especially, the impact of information richness was more significant on product awareness, while the impact of information reachness was more significant on channel awareness. In the interaction-effect model with moderating variables, customer's value orientation showed significant moderating effect on the impact of perceived product value. However, customer's innovativeness did not show the significant moderating effect on the impact of perceived channel value. It implies that the impact of information reachness applies to the majority of customers, regardless of her [his] innovativeness. Therefore the organizations might be able to use Push notification to activate the customer's mobile purchasing.

• 한국식생활문화학회지
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• 제32권6호
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• pp.549-557
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• 2017

As many companies are performing brand management as a marketing strategy to establish long-term relationships with their customers, consumers decide the actual purchasing behavior by understanding the brand attributes of the relevant company based on an evaluation standard of the products. This paper provides the basic data for improving the competitiveness of the coffee shop market continuously, and analyzes the influential relationships between each variable by limiting the brand attributes of the coffee shop and the price fairness factor that would be expected to affect the consumers' purchasing behavior as the cause variables. The results showed that the-out of brand attribute factors of the coffee shop, the brand awareness and perceived quality had significant effects on the price fairness while the influence of the shop image on the price fairness was not verified. In addition, all the brand awareness, shop image, and perceived quality had significant effects on the purchasing behavior while the statistical significance between price fairness and purchasing behavior was verified. The rationality of the price presented by the coffee shop could be judged depending on the quality perceived by the consumers. Similarly, once consumers classified the propriety of price and then perceived that a suitable price had been set up regarding the quality and service provided by the coffee shop, it was highly possible for them to include it in their actual purchasing behavior, despite the higher price than other brands'. Further research on the psychological variables affecting the purchasing behavior by securing more diverse consumers to understand their purchasing behavior for a wide range of research subjects and the generalization of research results, will provide useful data for establishing marketing measures necessary to form strong relationships between consumers and brand in the currently-saturated coffee shop market.

• 통상정보연구
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• 제17권2호
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• pp.95-120
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• 2015

본 연구는 기존 연구들과 차별화하기 위해 소비자들의 의사결정과정단계에 기반을 둔 AIF모형(Awareness-Interest-Final Decision)을 개발하였다. 본 연구모형은 구매의사결정 내리기까지 소비자의 심리변화와 내면적 의사결정과정이 다단계적으로 이루어지고 있다는데 착안하여 구매의사결정을 내리기까지 어떤 단계를 거치는지 파악하고, 각 구매단계별 영향요인을 순서적으로 분석할 필요가 있다는데 초점을 두고 있다. 즉, 소비자의 의료기관 선택행위를 다단계로 파악하고 단계별 결정요인을 분석하였다. 이러한 관점에서 본 연구는 첫 번째 단계인 인식단계에서는 의료기관의 브랜드 인지도가 중요하며, 둘째, 관심단계에서는 의료기관의 서비스 스케이프와 서비스 품질이 중요하다고 보고 있다. 셋째, 최종결정단계에서는 가격대비 효능측면에서 소비자의 지각가치가 중요하다고 보고 있다. 결과적으로 AIF모형에서 제시한 네 가지 요인(브랜드 인지도, 서비스 스케이프, 서비스품질, 지각가치)을 고객충성도에 영향을 주는 요인으로 보고, 116명의 중국인을 대상으로 실증분석하였다. 공분산구조모형을 통한 실증분석 결과 브랜드인지도와 지각가치가 고객충성도에 유의한 결과가 나타났다.

• 가정과삶의질연구
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• 제24권2호
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• pp.27-42
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• 2006

This study examined consumers' awareness of apartment brands and the purchase intention of apartments with brand names. This study compared apartment brand awareness with purchase intention in terms of consumers' socio-economic and housing characteristics. Also, it identified the factors that influence consumers' awareness and purchase intention of apartment brands. The data were obtained via a questionnaire completed by adults 20 years of age and olde. (N=383), and were analyzed by t-tests, ANOVA, chi-square tests, multiple regression, and logistic regression analyses. The findings of this study are as follows: First, both consumers' awareness and purchase intention of apartment brands were higher among married males in their 30s and 40s than among unmarried females in their 20s and 50s. For consumers who had graduated from graduate schools, both awareness and purchase intention of apartment brands were lower than other groups. Second, consumers dwelling in apartments or row houses showed higher awareness of apartment brands. And those who lived in row houses were more likely to consider purchasing apartments with brand names. Third, every factor of consumers' housing values was higher than the middle point of the scale. Especially, economic and social values of housing were important factors for both awareness and purchasing intention of apartment brands. Fourth, the apartment brand awareness had a positive effect on the purchase intention of the apartments with their own brands.

• 대한지역사회영양학회지
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• 제12권4호
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• pp.426-439
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• 2007

The purpose of this study was to investigate the awareness and practice on well-being life and well-being related behaviors, and the various factors affecting well-being related behaviors such as purchasing food materials, food habits, eating out and daily routine activities. A survey was conducted by questionnaire and on a 5-point Likert scale. The subjects of this study were composed of 221 students and their 102 parents who were over 40 years residing in the Ulsan area. The results of this study are summarized as follows: Almost half of the subjects (47.4%) responded that they have good health conditions; to keep a good health condition, 41.2% of the subjects were exercising regularly and 20.4% of them kept diet control. In regard to the meaning of well-being, 66.6% of the subjects thought it is the lifestyle for physical and mental richness (children: 70.6%, parents: 57.8%). 30.3% of the subjects answered that the most important part of well-being was food related. The importance order was mental richness, food related things, physical health for children, and for the parents, it was food related things, physical health, mental richness. Most of population (45.8%) answered that they have a willingness for the pursuit of a well-being life. Among the well-being related behaviors, 69.7% of subjects have purchased items (children: 61.5%, parents: 87.3%). 37.2% of the subjects have acquired information from TV. The average well-being practice score was $61.01{\pm}10.36$. Children's scores were significantly lower than the parent's scores (p < 0.001). And the average practice score of 'purchasing food materials,' 'eating out,' 'food habits,' 'daily routine activities' were $15.3{\pm}3.3,\;15.5{\pm}3.1,\;16.8{\pm}3.3$ and $13.4{\pm}3.5$, respectively. Among five types of purchasing food materials, 'purchasing domestic agricultural food' was greatest ($3.64{\pm}0.91$) and 'purchasing of organic or low agricultural chemical food products' was lowest ($3.15{\pm}0.91$). In regard to food habits, 'eating rice and bread made of mixed grains' was greatest ($3.46{\pm}1.12$) and 'eating uncooked food or zen food' was lowest ($2.46{\pm}0.99$). The practice scores were significantly affected by gender (p < 0.05), monthly income (p < 0.01), educational level (p < 0.01), presence of disease (p < 0.05), subjective health condition (p < 0.05), well-being awareness (p < 0.001) and concern with well-being (p < 0.001). Well-being awareness scores and well-being practice scores are related positively. Therefore various programs in well-being education should be necessary in order to boost the authentic perceptions of well-being and well-being oriented behaviors in any socioeconomic situation, such as different generations; industrial companies producing well-being goods for consumer's needs and satisfaction; and government and local community create various conditions for well-being oriented behavior.