• Journal of the Korean Home Economics Association
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• v.32 no.3
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• pp.227-239
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• 1994

본 연구에서는 중독적 구매행동과 정서(Affect)와의 인과관계를 알아보고 중독적 구매자의 경우 기분전환(mood elevator)을 위하여 구매행동을 하는 것인지를 조사하였다. 연구자료는 설무지조사에 의하여 149명의 피험자(대학생, 시카고 거주자, Debtors Anonymous회원) 로부터 얻어졌다. 중독적 구매행동의 우울증과 낮은 자아존중감을 야기시킬가능성이 역방향으로 우울증과 낮은 자아존중감이 중독적 구매행동을 야기시킬가능성보다 높은 것으로 나타났다. 중독적 구매자는 비중독적 구매자보다 자신에 대하여 부정적 감정을 더 많이 가지고 있었으며(불행한 우울한 불만족한 지루한) 쇼핑하는 동안에는 더 흥분되며 우울하고 쇼핑후에는 더 우울하고 자신감이 더 적어지는 것으로 나타났다. 이러한 결과는 중독적 구매자가 기분전환을 위하여 구매행동을 할것이라는 가정을 지지하지 않았다.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.12 s.138
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• pp.1571-1582
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• 2004

Consumer's impulse buying behavior is extensive in everyday contexts. Credit cards promote spending by making the transaction simpler and by removing the immediate need for money. College students grown up in a credit card society attain cards at college's time and keep cards for 10 years over. In an effort to extend understanding of consumer behavior across cultures, this paper examines the cultural differences of impulse buying behavior and credit card use between Korean and American college students, and to investigate the relationships between impulse buying behavior and credit card use in each group. Data were obtained from student credit card users attending universities in metropolitan areas in Korea(N=154) and America(N=194). Data were analyzed using by Confirmatory Factor Analysis, MANOVA, MDA, and Regression. The results indicated there are significant differences of fashion-oriented impulse buying and credit card use between American and Korean college students. The impulse buying behavior is likely to increase for both Korean and American students who use credit cards for spending. Findings suggest that credit card use is important in predicting impulse buying behavior across these two cultures. Implications are drawn for the increasing global phenomenon impulse buying behavior and credit card use.

• Management & Information Systems Review
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• v.34 no.4
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• pp.83-95
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• 2015

This study examines influences of service employees' relational efforts on gratitude, indebtedness and purchase behaviors. The results follower like these. First, service employees' relational efforts have positive effects on gratitude(feelings of gratitude and gratitude-based reciprocal behaviors). And gratitude has a positive effect on purchase behaviors. Second, service employees' relational efforts have positive effects on indebtedness and indebtedness has a positive effect on purchase behaviors. It means gratitude and indebtedness can use marketing factors to influence on consumer behavior. But, indebtedness showed significantly close to the threshold, and the impact of indebtedness on purchase behaviors has the lowest than feelings of gratitude and gratitude-based reciprocal behaviors. Thus, it needs to be careful to use indebtedness as a marketing factor.

• Asia Marketing Journal
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• v.2 no.2
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• pp.86-113
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• 2000

본 연구는 환경지향제품구매와 재활용행동을 설명하기 위한 것으로 Schwartz 가 제기한 규범이론에 관한 이론고찰과 실증분석을 병행하고 있다. 규범이론의 핵심은 사회규범을 개인의 행동으로 전환시키는 과정을 설명하는 것이다. 규범이론에 따르면 환경지향제품구매와 재활용과 같은 이타적 행동은 사람들이 일종의 추상적이고 객관적인 방식으로 동의하는 도덕적 행동에 관한 사회규범으로 시작된다. 그러나 사회규범은 행동을 지배하기에는 너무 일반적이고 소원하다. 따라서 이러한 사회규범은 개인적 차원에서 우리들 각 개인에게 적응되어 개인규범이 된다. 사회규범은 사회적 구조의 차원에서 존재하는 반면 개인규범은 강력하게 내면화 된 도덕적 태도가 된다. 개인이 규범을 내면화 했지만 이에 따라 행동하지 않을 수도 있는 데 상황에 적절하도록 개인규범이 정의되어야 한다. 규범이론은 주어진 상황에 적절하도록 사회규범을 개인규범으로 정의하도록 유도하기 위해서는 바로 행동결과지각과 책임귀인지각이 개입되어야 한다고 제기하고 있다. 본 연구는 이상의 규범이론에 근거하여 소비자의 환경지향제품구매행동과 재활용행동을 설명하고자 다음 세 가지 연구목적을 설정하였다. 첫째, 사회규범이 개인규범의 형성에 어떠한 영향을 미치는가? 둘째, 사회규범이 내면화 된 개인규범은 환경지향제품구매행동과 재활용행동에 직접적인 영향을 미치는가? 셋째, 규범이론은 조절변수가 개입되는 경우 개인규범이 행동으로 전환되는 것이 더욱 용이해진다고 제기한 바, 조절변수의 하나인 환경지향행동결과의 중요성지각의 영향을 검증하고자 한다. 연구결과, 환경문제가 개입된 상황에서 사회규범은 개인규범의 형성에 강한 영향을 미치며 개인규범은 다시 환경지향제품구매와 재활용행동에 영향을 미치는 것으로 나타났다. 그리고 환경지향행동결과의 중요성지각 역시 개인규범이 환경지향제품구매행동으로 전환되는 과정에서 조절적 역할을 함으로서 양변수간 관계를 더욱 강화하는 변수임을 연구결과는 제시하고 있다. 그러나 개인규범-재활용행동사이에서의 조절적 역할은 없는 것으로 나타났다.

• The Journal of the Korea institute of electronic communication sciences
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• v.5 no.4
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• pp.457-463
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• 2010

In this study I hope to answer the questions, "In real estate marketing, what are the steps on Purchase and Postpurchase Behavior in Real Estate Marketing?" The findings of this study can suggest the implications as follows. As the purchase decision making process of consumer in real estate marketing, purchase and postpurchase behavior are specifically proposed. They will contribute to the theoretical progress of understanding on consumer behavior in real estate. And this study enlarges general marketing to real estate marketing by analyzing specific purchase and postpurchase behavior in real estate.

• Management & Information Systems Review
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• v.30 no.4
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• pp.195-227
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• 2011

There is no doubt that distribution channels and services greatly satisfy consumers' desires. Lots of products and services, stimulate consumers to purchase products to relieve their depressed feeling/stress temporarily, leading them gradually to a shopping addiction. Shopping addiction generates lots of problems, damaging not only consumers themselves but also other consumers and the entire society. Therefore, the purposes of this study were 1) to examine psychological factors that affected addictive shopping orientation of consumers, 2) to explore the effects addictive shopping orientation on the post-purchase emotions(positive emotion/negative emotion), 3) to examine the effect of post-purchase emotions on post-purchase behaviors (repurchasing/refund and exchange/negative word of mouth). 4) the study explored the differences in terms of effects of addictive shopping orientations on post-purchase emotions and behaviors, depending on the retailing channel (online and off line). The study performed a questionnaire survey for female adults older than 18 years old, living Seoul and Pusan areas. By using 404 copies for questionnaires, factor analysis, reliability analysis, and Amos 7.0 were used for the data analysis. It was found that psychological variables, self-esteem, compensatory buying and impulsiveness, had significant effects on addictive shopping orientations. Addictive shopping orientations affect both positive and negative post-purchase emotions in case of off-line shopping. Negative post-purchase emotions have higher impact on the postpurchase behaviors than positive post-purchase emotions.

• Journal of Korean Home Economics Education Association
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• v.15 no.4
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• pp.133-146
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• 2003

The purpose of this study was to investigate pro-environmental consumer behavior according to adolescent´s environmental education experience and peer group´s pro-environmental consumer behavior. The subjects of study were general high school students in Daegu, and the method was by the analysis of 610 questionnaires obtained from them. The main findings of this study were as follows : First, there was no meaningful difference in adolescent´s pro-environmental consumer behavior according to the degree of environment-related education experience in school, and were meaningful differences in adolescent´s pro-environmental disposal behavior according to the degree of participating-experience in environment-related events in school. Second, there were meaningful differences in adolescent´s pro-environmental purchase, use and disposal behavior according to the degree of environmental education experience at home. Third, there were meaningful differences in adolescent´s pro-environmental purchase and disposal behavior according to the degree of environmental education experience in society. Fourth, there were meaningful differences in adolescent´s pro-environmental consumer behavior according to peer group´s pro-environmental consumer behavior.

• Management & Information Systems Review
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• v.35 no.3
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• pp.131-153
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• 2016

This research suggests a structural model of green purchase behavior, focusing on the moderating effect of affordability. Affordability means buying power or ability to buy products. Based on the literature review, a research model of behavior of buying green products was proposed and tested empirically using the field study. To examine the proposed research model, the reliability and validity verifications on measurement items were carried out and then the structural equation model analysis was applied to test the model. Lastly, to test the moderating effect of affordability, a two-group model(using Amos program) was used subsequently so that it could be determined whether or not there was any significant difference in structural parameters between the high affordability group and the low affordability group. The empirical results are as follow: Firstly, green purchase attitude is influenced by ecological concern and collectivism, then green purchase attitude has an impact on green purchase intention, and in turn, green purchase intention affects green purchase behavior. Secondly, affordability significantly moderates the relationship between green purchase intention and green purchase behavior. These results are consistent with the past researches and based on them, some managerial implications are given.

• The Journal of the Convergence on Culture Technology
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• v.7 no.2
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• pp.395-404
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• 2021

Emoticons used in personal messengers have already become a one of industry. In this study, we want to explore what motivations people use emoticons and how they affect to purchasing behavior. We first looked into which emoticon usage motivation influenced the attitude of emoticon purchase, and then analyzed the research model through PLS-based structural equation modeling. The result found that fashion and fun/habit factors significantly explain attitudes to emoticon purchase, and attitude, subjective norms, and perceived self-control affect to purchase intention and purchase intention predict purchase behavior. This study showed the factors affecting the purchase of emoticons through a validated model, and the results suggest what motivation factors should be included in the marketing phase and advertising.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.435-440
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• 2007

본 연구는 무리행동과 인지적 유용성을 중심으로, e-learning 컨텐츠 구매에 미치는 영향을 e-learning 수강경험자 집단과 경험하지 못한 잠재구매자 집단의 차이점을 경험적인 측면에서 밝히고자 시도하였다. 전체 528명의 표본을 경험자(395명)와 비경험자(133명)로 나누어 PLS(Partial Least Square)를 통하여 분석한 결과 e-learning 구매 경험자는 인지적 유용성이 구매의도에 주는 영향이 무리행동의 영향보다 큰 것으로 나타났고, 잠재 구매자는 무리행동이 구매의도에 주는 영향이 더 큰 것으로 나타났다.