• Strategy21
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• s.43
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• pp.249-271
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• 2018

최근 카자흐스탄이 러시아나 서구제국들이 아닌 중국과의 에너지 외교에 큰 진전을 보이고 있듯이, 중국은 미국이나 러시아를 자극하지 않은 채로 중앙아시아제국들과의 경제협력을 확대하고 이를 통한 성공적인 에너지안보체제를 구축하고자 한다. 그러나 역사적으로 일정지역에 중국인들의 진출이 늘어나거나 중국인들의 경제적 영향력이 제고되면, 중국정부의 대상지역에 대한 영향력도 제고되었다는 사실로 미루어, 중국의 해외투자 또는 해외이주와 연관된 중국정부의 연계전략에 대한 주의가 요구된다. 중국정부는 해외투자 또는 해외이주지원이라는 명목으로 제주도의 해군기지 주변 강정마을에 대한 부동산 구매를 시도하고 있으며, 그 밖의 한국 내 미군기지 주변에도 중국인타운을 형성하는데 보이지 않는 정부차원의 지원을 확대하고 있다. 이와 같은 현상은 일본 내 미군기지, 특히 오키나와 미군기지 주변과 사스마섬의 일본 자위대 기지 주변에서도 동일하게 전개되고 있다. 이런 중국정부의 의도는 한국과 일본에 주둔하고 있는 미군기지에 대한 견제장치인 동시에 해당지역 주민들에 대한 중국의 영향력 제고를 목적적 결과물로 노정하고 있는 것이다. 중국자본과 중국인들의 한국과 일본 현지진출은 경제적 이해를 넘어서는 외교적, 군사적 문제까지도 야기할 수 있고 이로 인한 국가간 갈등요인이 제고될 수 있는 만큼, 중국의 해외투자 연계전략에 대한 보다 철저한 관리 감독이 필요하다.

• Culinary science and hospitality research
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• v.22 no.3
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• pp.254-268
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• 2016

The purpose of this study was to verify the effects of two types of social capital on trust, purchase intention, and SNS-WOM with regards to food products. In addition, the mediating role of trust was also examined. This survey was conducted from 15th to 29th on February, 2016 among SNS using convenience sampling method. A total of 300 responses were collected, of which 291 were used for analysis, after excluding responses containing missing data. Multiple regression and hierarchical regression were conducted to verify the hypotheses. The results from this study are as follows. First, it was found that bridging social capital had a greater effect on trust of food product than the bonding social capital. ; Second, trust of food product significantly impacted purchase intention and SNS-WOM;. Third, trust of food product found to mediate the relationships between bridging social capital and SNS-WOM, bridging social capital and purchase intention.

• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.658-669
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• 2017

While online shopping has been increased expeditiously, a significant portion of purchasing intention has not been converted into actual purchasing behavior without delay in online space. This study investigates the factors causing a delay in online purchasing decision even after purchasing intention has been formed. It identifies the uncertainty variables (information, psychological, and preference uncertainties) related to consumer needs and the situational variables (time pressure and past purchase experience) surrounding the purchasing transaction. Furthermore, the need for cognitive closure is proposed to moderate the relationships between uncertainty/situational variables and the purchasing behavior. The results show that the uncertainties and situational factors significantly influence purchasing delay. Also, the need for cognitive closure indeed works as a moderator between the uncertainty variables and the purchasing behavior. Practical and academic implications of these findings are also discussed.

• Informatization Policy
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• v.21 no.4
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• pp.40-58
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• 2014

This study investigated how online information affected consumers' purchases at social commerce websites. In the online purchase process, consumers use two types of online information: user generated content(UGC) and vendor generated content(VGC). These information types may influence consumers'purchase intention differently because each information builds entity trust and content trust, which play mediation roles between online information and purchase intention. According to the analysis results, general transactional information and safe transaction information of VGC and reputation information of UGC significantly affected entity trust. But content trust was affected only from general transactional information of VGC. And entity trust significantly affected content trust as well as purchase intention. These findings imply that social commerce vendors should focus mainly on entity trust for enhancing consumers' purchase intention. To achieve this objective, in the short term perspective, they should endeavor how to enhance general transaction information and safe transaction information qualities because these information types are easily controlled and improved by vendors. In the long term perspective, they should focus on reputation formation because reputation takes long time.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.1
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• pp.74-79
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• 2013

The purpose of this study is to identify the factors that influence consumers when they purchase or rent Hanbok. We investigated the factors which affect consumers buying Hanbok, out of expectation that the rising interest in Hanbok caused by diversification of design and other various reasons would have a positive impact on purchases. Reflecting the increase of consumers renting Hanbok in the study, we also analyzed the factors that have an influence on rentals and compared the determinants of purchasing Hanbok and that of renting it. It turned out that consumers are mainly influenced by design, popular colors they prefer, and recommendation of clerks or friends. Through the comparison, we discovered that the purchasing group is more influenced by design while the renting group is more influenced by recommendation of friends and clerks. This result suggests that it would be an effective marketing strategy for shops to strengthen competitiveness by diversifing design of Hanbok, and for rental shops to do so by placing professional salesperson.

• Journal of the Korea Society of Computer and Information
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• v.12 no.3
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• pp.213-223
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• 2007

The aims of this study are to determine if the perceived risk of e commerce affect the Internet shopping mall users'decision to pre-purchase an item via e commerce, to find out if there are differences among the induced perceived risk according to gender, and to verify if the perceived risk according to gender have a correlation to a person's decision to pre-purchase an item via e commerce. It was found from the analysis of the collected data that there are five factors of perceived risk of e commerce: economic risk, the product performance risk, social risk, technology/time loss risk, and privacy risk. First, the collected data were analyzed to determine if the perceived risk of e commerce affect people's purchase intentions, and on the matter of whether there are differences among the pre-perceived risk according to sender, As regards the differences among the relationships between the pre-perceived risk of e commerce and the purchase intention of the Internet shopping mall users based on gender. It can thus be concluded that the pre-perceived risk of e commerce affect the Internet shopping mall users purchase intention. Different results were obtained, though, according to sender. This means e commerce purchasers can use these results to recognize the risk of e commerce.

• Journal of Korea Technology Innovation Society
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• v.11 no.4
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• pp.450-475
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• 2008

The successful diffusion of innovation depends on an understanding of the consumer innovators, although they represent a small group of consumers. Researchers have studied the personalities of innovators to explain how these are associated with innovativeness. This paper examined the relationships of need for uniqueness, susceptibility to interpersonal influence, attention to social comparison information, and role-relaxed consumption to individual innovativeness. Data were collected from 319 students in Seoul. The results supported by large hypothesized relationships among these variables. Based on the results of the analysis, practical implications were discussed.

• The Journal of the Korea Contents Association
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• v.18 no.7
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• pp.362-374
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• 2018

The purpose of this study is to examine the effect of product quality and value of perfume on purchase intention, and, as an antecedent, an empirical analysis was conducted regarding the effect of image characteristics of a perfume on the quality and value of perfume perceived by consumers, in order to study consumer behaviors towards perfume as a product and find issues related to development and sales of perfumes. The result shows that refreshingness and modernity influence perceived quality and value of perfume, while stimulation and romantic quality did not have an effect. Also, the perceived quality and value had an effect on purchase intention, with the former being more influential than the latter. This study is meaningful in two aspects: First, it is an empirical study of consumers' quality perception based on image characteristics. Second, it verified through empirical analysis that perceived quality is more influential than perceived value on perfume purchase intention of consumers. These findings suggest that consumers today, unlike consumers in the past who purchased perfume based on the brand, focus on quality when choosing a perfume. This study can help perfume companies realize the importance of having consumers perceive good quality of the product rather than relying on brand power.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.490-502
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• 2021

Horticultural facility farmers subscribe to crop accident insurance and insurance products secured by horticultural facilities in preparation for possible risks in the facility. Insurance is purchased to prepare for natural disasters such as typhoons, hail, frostbite, heavy rain, and strong wind damage covered by the product. In order to find out the effect of risk perception, which is a subjective perception of the risks of a given situation, on horticultural facility farmers' intention to purchase horticultural facility insurance products, the risk perception and insurance purchase intention were analyzed. A t-test was conducted to determine the impact relationship between farm size, insurance coverage, and risk perception, and multiple regression analysis was conducted to verify the effect of personal characteristics and behavioral factors such as subjective perception, reference group, media exposure, and compensation understanding. In addition, a three-step regression analysis by Baron & Kenny was conducted to confirm the mediating role of personal characteristics and behavioral factors in the relationship between risk perception and insurance purchase intention. As a result of the study, although there was no difference in farm size, it was analyzed that policy holders had a higher degree of risk perception than non-subscribers, and that compensation understanding had the greatest influence and subjective knowledge had the smallest influence. In addition, these four factors were verified to have a mediating effect on the relationship between risk perception and insurance purchase intention. These results are expected to provide practical help to the development and marketing activities of horticultural facility insurance products.

• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.349-359
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• 2009

This study analyzed the structural correlation between parent brand attitude, including attitude toward the advertisement, attitude toward the store and brand attitude, and brand extension evaluation, relationships among which are conceived as a brand extension evaluation process. The result of analysis, revealed statistical significances of the differences in the effect levels between attitude toward store and brand attitude, between brand attitude and brand extension evaluation level, and between brand extension evaluation level and purchase intention of an extended product depending on the choice of distribution channel type. Therefore the evaluation level of brand extension should be analyzed by structural relationship model based on the consumer behavior's viewpoint with distribution channel type and it can provide the important information for restructuring distribution channel and increase the level of the successful brand extension.