• 한국벤처창업학회:학술대회논문집
• /
• 2019.11a
• /
• pp.123-128
• /
• 2019

최근 스마트 기기의 발전 및 보급 확대에 따라 사용자의 범위는 계속해서 증가하고 있다. 이에 따라 모바일 쇼핑 이용자들이 지속적으로 늘고 있고, 광고 또한 인터넷 기반에서 모바일 플랫폼 기반으로 변화하고 있는 추세이다. 모바일 기기의 중요성이 커지고 편의성이 증대되면서 소비자들의 구매방법에도 많은 변화가 일어나고 있는데, 정보를 탐색하고, 구매를 결정하고, 결제하는 행위 등 모바일에서 이루어지는 비중이 늘어나면서 앱을 구성하는 것 또한 중요한 마케팅 전략으로 자리잡고 있다. 본 연구의 목적 역시 사용량이 급증하게 된 모바일 쇼핑에서 SNS활용도의 조절효과를 중심으로 하여 광고 유형과 애플리케이션 특성이 소비자들의 구매의도에 미치는 영향에 대해서 살펴보고 결과를 제시하여 관련 업계에 도움을 주고자 한다. 본 연구에서는 모바일 쇼핑 이용자들의 모바일 쇼핑을 통한 구매의도에 미치는 영향 요인을 파악하기 위한 선행연구와 이론적 배경을 통해 모바일 광고유형, 앱 특성에 관한 고찰과 구매의도와의 인과관계를 살펴보았다. 연구의 목적은 모바일 쇼핑 이용자들의 모바일 쇼핑을 통한 구매의도에 미치는 영향 요인을 파악하고, 변수들 간의 관계를 규명하는데 있다. 구매의도에 영향을 미치는 요인을 광고 유형, 앱 특성으로 구분하고 이들 변수들이 구매의도에 미치는 영향력을 조절하는 변수로 SNS활용도를 도입하였다.

• The Journal of the Korea Contents Association
• /
• v.20 no.11
• /
• pp.249-257
• /
• 2020

The study aims to explore whether the Supplier's social medial activities and the consumer's social media activities mediate between the characteristics of purchasing cosmetics and the intention of purchasing. To answer this question, a total of 321 consumers participated in the study, and a self-report type of questionnaires were utilized to collect the data. For the data analysis, descriptive statistical analysis and structural equation modeling(SEM) were applied. The results from the study are as follows. First, the characteristics of purchasing cosmetics did not affect the intention of purchasing cosmetics. Second, both the Supplier's and the consumer's social media activities positively predicted the intention of purchasing, among which the consumer's activities were ascertained to make more influential impact on the intention of purchasing cosmetics. Third, both Supplier's and consumer's social media activities completely mediated between the characteristics of purchasing cosmetics and the intention of purchasing. More discussions are suggested for marketing strategies in the study.

• Journal of the Korea Convergence Society
• /
• v.8 no.1
• /
• pp.149-154
• /
• 2017

The purpose of this study is to investigate the possibility of Hologram media as Advertising media in terms of comsumer communication. First, Motivation and Personality Traits was set variables that drive consumer media experience and, also examined the impact on eWOM and Purchase Intention structurally. As the result, it Found that Intrinsic and Social motivation of consumers have a positive impact on the media experience, eWOM and PI. In the case of Personality Triats, Openness to the motivation, Openness and Extraversion had an impact of positive to the degree of eWOM. Furthermore, eWOM influence on PI positively. This result can be considered the need for the Media MIX Strategy or IMC.

• Journal of Korean Home Economics Education Association
• /
• v.22 no.3
• /
• pp.129-145
• /
• 2010

In this study, when buying fashion products through internet shopping malls, it is researched about the buying behavior, the awareness of customer review, the use and posting of customer review and the accompanying awareness. The difference of awareness on the customer review according to their involvement of clothes, are examined from high school students in Seoul. And it is examined if they experienced any dissatisfaction after their purchase and what their behavior were. The questionnaire survey was taken by 508 students from 6 high schools in Seoul. The average, the standard deviation, the frequency, the t-test, the One way ANOVA and Duncan's Multiple Test were conducted for data analysis using SPSS 17.0. In the fashion products purchase behavior of the students, The reasons of buying were mainly because of the diversity and the convenience. Some students don't shop online because screen product and actual product are not the same. The awareness of the customer review represented high in the reliability and usefulness. The awareness on the influence of the customer review represented high in the contents direction and the numbers of the customer reviews but represented low in the timeliness. As to the awareness of the customer review, the student using it represented higher in all elements such as the usefulness, the reliability, and the influence than students who not use customer review. The students posting customer review recognized higher on the usefulness and the reliability of the customer review than those who did not post it, and were highly influenced by the numbers of customer reviews. The awareness of the customer review according to the involvement of clothes was the difference only in the usefulness. As to coping actions of students experiencing dissatisfaction, the proportion of the students coping with the public action and those who do not perform any action represented high.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.14 no.2
• /
• pp.181-190
• /
• 2019

The purpose of this study is to help the understanding of the housing market through the influence of consumer choice attributes and financial policy on home buyer behavior. The key issue in the analysis is to take into account moderate effect of housing investment demand between different types of housing attribute choice and financial policy. The results of the study are as follows. First, convenience, education location, and neighborhood level have a significant effect on the purchase intention of the housing. Second, government policy have no significant influence on the purchase intention of the house. Third, the moderating effects of real estate investment outlook are that the neighbors level and interaction variables have a statistically significant effect on the purchase intention of the house. Since the government's financial policies do not affect the decision to buy a house, in reality, excessive regulation may reduce the quality of housing welfare for the first time home buyers. As a result of this study, the financial policy of the government does not affect the decision of the purchase of the house. In reality, the excessive regulation may reduce the quality of the housing welfare for the first time home buyer. Only an analysis which combines these aspects of consumer's choice can adequately describe and explain the actual change in demand in the residential market.

• Proceedings of the KHMA Conference
• /
• 2008.05a
• /
• pp.105-106
• /
• 2008

• Culinary science and hospitality research
• /
• v.22 no.5
• /
• pp.13-24
• /
• 2016

This research was conducted over four weeks from February 1, 2016 until Februay 29. Results were as follows. First, the effects of dietary lifestyle on the purchase intention of consumers was significant and postive, while food flavors (B=0.019 (p<.001)) and convenience (B=0.055 (p<.001)) had a significant and negative effect. To determine the coefficient to measure the adequacy of the model was explained 64.9% of variation in 0.649 premise, the model with F=187.244 (p<.001) to verify the significance level. Second, the moderating effects of consumer culture on the proposed realtionship was examined in 3 stages. The Stage 1 model found a significant effect (0.649, F=18.244 (p<0.01)). The Stage 2 model increased predictive power with the addition of "consumer culture" and was also significant(65.1% and F=142.119 (p<0.01)). The Stage 3 model increased the explanatory power due to the addition of 'lifestyle and found a significant moderating effect of 'Eating consumer culture' (65.9%, so for F=84.469 (p<0.01)).

• The Journal of the Korea Contents Association
• /
• v.11 no.9
• /
• pp.293-301
• /
• 2011

This study intends to deduce various purchase intention influential factor for mobile phone and thereby to clarify the causal relationship between these factors and purchase intention. As a result of the analysis of this study, we could know that first, when the impact about brand attitude on consumers is bigger, a positive affect is induced and the effects about personalization interface were also positive. Second, we could know that when the innovative tendency of consumers is stronger, they experience positive affects and the impact on personalization interface was also effective. However, it was clarified that when the innovative tendency is stronger, the impact on price gets smaller. Third, when the imitation tendency of consumers was higher, positive affects were induced, and when the interest in personalization interface of consumers was higher, positive affects were induced and the interest in price also gets higher. Fourth, we could check the influence of affect in the purchase intention of mobile phones.

• Journal of dental hygiene science
• /
• v.15 no.1
• /
• pp.77-82
• /
• 2015

The purpose of this study was to understand the buying behavior characteristics of the customers. Also, it was intended to provide information to provide companies marketing strategy. The criteria of purchasing toothpaste was to try to understand the impact on satisfaction, recommendation and repurchase Intention. The study was surveyed 248 customers who re-buy the toothpaste in oral care products showroom at university dental hospital. Statistical analysis was performed using PASW Statistics 18.0 and AMOS 18.0 at the 5% significance level. The results were as follows: 'Flavor', 'Price', 'Brand', 'Function', 'Design' of toothpaste and satisfaction showed a positive correlation. Satisfaction and repurchase intention, Recommendation showed a positive correlation. Selection criteria that affect the satisfaction when customers buy toothpaste, 'Function' was the greatest and others became the order of the 'Brand', 'Flavor', 'Price'. Satisfaction affect the recommendation and repurchase Intention. If customers are satisfied with the toothpaste products, showed the Repurchase Intention, have shown opinion that is willing to recommend this product to others. Therefore, dentistry and manufacturers of toothpaste must share a lot of information about toothpaste with customers. Also, information, function, flavor of toothpaste as well as other oral care product, It will be a needed the continuing research and development.

• The Journal of the Korea Contents Association
• /
• v.20 no.5
• /
• pp.303-317
• /
• 2020

As the penetration rate of smart phones has spread and functions have been developed variously, a new advertising medium called mobile advertising has emerged. In addition, various mobile advertisements targeting teenagers, where most of their daily lives are conducted using smartphones, have been activated. Adolescents in the modern society called Generation Z have the longest time to use a smartphone among age groups. Even during the economic downturn, adolescent consumers are an important consumer group that can overcome the economic recession, so mobile advertisements targeting their purchasing power are being created like a flood. Therefore, in this study, the influence of mobile advertisement characteristics and personal characteristics on purchasing attitudes for adolescents using smartphones was identified, and how this was linked to purchasing behavior again. To conduct the research, a survey was conducted on 324 high school students using smartphones, and the results are as follows: First, the higher the recognition of convenience in mobile advertising characteristics and brand preferences, the higher the brand preference. Characteristics and brand trust had a positive effect on acceptance as the awareness of convenience, information, and entertainment increased. Third, the influence of adolescents' personal characteristics on purchasing attitudes had a positive effect on brand preferences by pursuit of fashion, pursuit of personality, and practical pursuit. Fourth, as a result of analyzing the relationship between purchase attitude and purchase behavior, it was verified that brand preference and brand trust among purchase attitude have a positive influence on purchase behavior. This study has significance in that it has grasped the influence of mobile advertising on purchasing behavior among teenagers who are rapidly growing as mobile consumers.