• The Korean Journal of Franchise Management
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• v.6 no.2
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• pp.1-16
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• 2015

The purpose of this study was to examine the structural relationships among consumer's values(individualism and collectivism), attitude, subjective norms, and visit intention using reasoned action theory(RAT). The data were collected from 12 5 customers who visited coffee shops in Seoul and Kyonggi and were analyzed using structural equation modeling with SPSS and AMOS The result of the overall model analysis appeared as follows: χ2=11.347, df=2, p=0.003, GF I=0.966, NF I=0.946, CF I=0.954, RMR=0.05 The findings are as follows: First, collectivism had a positive influence on attitudes and subjective norms. Second, Individualism had a significant positive influence on attitude toward coffee shops, but not on subjective norms. Third, both attitude and subjective norm had positive effects on visit intention.

• The Journal of the Korea Contents Association
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• v.6 no.10
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• pp.53-61
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• 2006

Culture, consumers' value and attitude play an important role for global marketing strategy on cross-cultural perspectives. The aim of this research was to investigate how consumer ethnocentrism and cultural affinity affect psychic distance, country image and competitive brand choice. data were collected through personal interview. A total of 234 responses are put to final analysis. The results are as follows: First, cultural affinity play an important role for psychic distance and country image. Second, consumer ethnocentrism has directly affected country image and psychic distance. Finally, country image has affected competitive brand choice, but psychic distance doesn't have affected.

• Fashion & Textile Research Journal
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• v.22 no.5
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• pp.570-583
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• 2020

The fashion industry is accountable for labor and environment-related issues. With such issues raised, consumers' social responsibility for environmental and labor issues has become an important factor that shapes the perception of companies. This study investigates the relationship between consumer values, concerns regarding social issues, and willingness to pay a premium for ethical fashion products. This study included two exogenous variables of altruistic value and egocentric value. In the conceptual model, consumers' social responsibility was conceptualized as two constructs of environmental consciousness and labor-issue consciousness. It was then analyzed as mediating variables. Willingness to pay a premium for ethical fashion products was the endogenous variable. Data was collected and analyzed with PLS-SEM from 600 consumers. The assessment of discriminant validity and construct validity using CFA were conducted before analyzing the model. Structural equation modeling results revealed that altruistic value directly influenced environmental consciousness and labor-issue consciousness. However, egocentric value was directly and significantly influenced only by labor-issue consciousness. Both environmental and labor issue consciousness directly influenced customers' willingness to pay a premium, but did not significantly change their willingness to pay a premium. Two-stage serial mediation analysis results indicated that the constructs did not have a significant mediation effect on the exogenous variables (altruistic value and egocentric value) and the endogenous variable (willingness to pay a premium) for ethical fashion products. This study found the influence of consumer's personal values on their willingness to pay a higher price for ethical fashion products.

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.1-10
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• 2018

This study investigates Chinese consumers who have recently purchased products through internet personal broadcasting of Wang Hong and explores how factors related to Wang Hong, broadcasting contents, and products affect purchasing satisfaction of consumers. The present study also examines whether this satisfaction affects the consumer loyalty to the shopping through the Wang Hong in the future. The results indicated that consumers' perception of the informational level rather than entertainment level of broadcasting contents had significant effects on the product satisfaction. The perceived uniqueness and credibility of Wang Hong were found to have positive impacts. In terms of products, the more consumers perceived the product to fit their images or values, and the higher the fit between the images of Wang Hong and the endorsed product, the higher the satisfaction with the product. Product satisfaction increased the customer loyalty, including the intention of repurchasing products endorsed by the Wang Hong.

• Journal of Korean Home Economics Education Association
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• v.16 no.4 s.34
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• pp.95-105
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• 2004

The purpose of this study is to develop a practical and efficient school consumer education program for adolescents so they could apply the program in their real life situations and lead a sound and rational consuming life. 'I, Family. Society and Consuming Life' is a program targeted for adolescents and focuses on the resolution of practical problems related to consuming life that an individual faces in everyday lives while living as a member of a family and a society. The content of this program consists of 'I and consuming life', 'I and the consuming life of a family', and 'I and the consuming life of a society'. Through this program, adolescents will be able to improve the ability to solve practical problems they face in their consumer lives. and build the sound values on consumption so they could playa role of sensible consumers in the future.

• Proceedings of the Korea Society of Costume Conference
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• 2003.05a
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• pp.41-41
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• 2003

하루가 다르게 점차 빨라지고 있는 유행주기와 동조성의 거부 즉 개성화추구현상이 두드러짐에 따라서 패션상품 및 화장품 구매행동도 변하고 있다. 따라서 본 연구는 시시각각 변화고 있는 소비자들의 소비태도와 유행추세에 따라 화장품 회사들의 다양한 판매촉진 전략 중에서 화장품 기획세트를 중심으로 심미적 가치관이 높고, 외모에 관심이 많은 20대 유행선도자들의 화장품 기획세트 구매동기와 구매태도, 구매반응, 구매실태를 알아본 후 본 연구를 바탕으로 화장품 기획세트 판매촉진의 효율적인 개발과 전략수립에 도움을 주고자 한다.

• Journal of Digital Convergence
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• v.11 no.12
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• pp.387-392
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• 2013

The purpose of this study investigate the main factors of the diffusion of digital contents and consumer's participation behavior, consumption culture and examine the experiential perspective to consumer's information selection behavior. In digital network, the social presence, challenge, self-presentation, arousal and emotional feeling were significant variables to flow experience. Experiential perspectives focused on the search of identity and self-determination were main basic perspective to explain the diffusion of digital contents, consumer participation. This research result applied to media and device strategy to up-coming digital convergence and adapted to product planning and development, user friendly navigation and emotional human-centered service module.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.3
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• pp.159-166
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• 2023

This study analyzed what consumer characteristics affect the experience of using overseas direct purchase at a time when the overseas direct purchase market is rapidly increasing and consumers' interest in overseas direct purchase is increasing accordingly. For the study, personal data from the 2022 Korea Media Panel Survey were used, and data from 6,734 people who responded "yes" or "no" to whether or not to use overseas direct purchase among 9,941 total respondents were used for analysis. In addition, three variables (demographic, media utilization status, values and lifestyle) were selected among the items of the Korea Media Panel Survey. First, general characteristics were analyzed fo 6,734 people, then, Chi-square test and t-test were performed for comparative analysis between each variable according to the use of overseas direct purchase. Finally, logistic regression analysis was performed to identify the factors affecting overseas direct purchase. As a result of the analysis, 4 out of 5 demographic variables, 2 out of 3 media utilization variables, and 3 out of 7 values and lifestyle variables were derived as decisive factors for using overseas direct purchase. These results can be used to establish marketing strategies that can increase the use of consumers through domestic shopping malls, such as providing differentiated services for the sale of overseas direct shopping products on domestic shopping sites.

• Archives of design research
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• v.11 no.1
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• pp.209-218
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• 1998

Information is the most important rather then wealth in the information age. According to propagation of the information by new media, this era is called communication innovation age. And away of thought and life style as well as a society system are changing. Propagation by newspaper and TV as well as new media makes new view on value of consumers, and they recognize propensity to consume as needs from emotion rather than economical value. Changes of thoughts make lots of innovation:from one side, modern design to multi-meanimg design, from consuming of products to consuming of the image, from outer object to inner object, from consuming by mass to consuming individually by fashion. It means the possibilities that a meaning could be interpreted variously. Sign is a configuration for communication with discourse, which is the communication between meaning maker and meaning solver. In this study, various expression of sign in advertising were divided into direct expression and metaphoritical expression which was analysed deeply because it was recoquized as proper expression methed in postmodem design.

• Archives of design research
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• v.14 no.2
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• pp.107-116
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• 2001

Nowadays, The market environment is not static, but dynamic, it therefore requires global competition for the competitive advantage of product design in global market across boundaries. So if companies do not thoroughly understand core values, needs of consumers, and do not properly meet them, they cannot get the competitive advantage in global market for consumers. Therefore, the goal of this research is to develop a new design process for global markets through developing the on-line research analysis program and data-base. For this study, the researchers established a research framework associated with values, benefits and design attributes and developed a Global Design Process program through empirical researches. This research program is a upgraded system adapted to the digital period drastically.