• Distribution Business Review
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• no.3
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• pp.55-67
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• 2003

본 연구에서는 할인점 자체 브랜드(PB) 구매에 영향을 미치는 소비자 관련 요인에 관한 모델을 제시하고 이를 테스트해보았다. 그 결과 식품과 가전 모두 PB에 대한선호도가 높을수록 구매의도가 증가함을 알 수 있었다. 그러나 구매의도의 경우 식품과 비식품이 다른 경로를 보이고 있었다. 식품 PB의 경우 소비자의"가격의식"과"혁신성"이 구매의도에 직접적인 영향을 미치는 반면 가전 PB의 경우"가치의식"과"품질격차"가 구매의도에 직접적인 영향을 미치는 것으로 나타났다. 이 같은 연구결과는 식품과 비식품의 유통업체 PB 마케팅이 각각 차별화 되어 접근되어져야 한다는 시사점을 말해준다.

• Journal of the Korean Applied Science and Technology
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• v.37 no.4
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• pp.958-968
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• 2020

This study attempted to investigate the value consciousness of purchasing behavior and purchasing intentions of personal beauty devices for women undergoing self-behavioral therapy. To this end, a survey was conducted, and a total of 342 copies of data were analyzed. As a result, In terms of the value consciousness, purchase behavior, and repurchase intention of the individual's personal beauty device, the value consciousness was the most materialistic, and the purchase behavior was the most economical. The overall repurchase intention was M=3.73 and SD=0.80. In correlations among value consciousness, purchase behavior and repurchase intention, positive correlations were confirmed (p<0.01). In terms of the influence of value consciousness on purchase behavior (aesthetics, conformity, effectiveness), 'aesthetic-pursuit factor' was the largest. In the effects of value consciousness on the economic aspect of purchase behavior, 'materialistic factor' was the highest. Lastly, in the influence of value consciousness on reliability, 'self-esteem factor' revealed the greatest effect. Furthermore, self-esteem factors had the biggest influence on repurchase intention. The above results confirmed that value consciousness of women in self-beauty care have a positive influence on their purchase behavior and repurchase intention for personal beauty devices. It is anticipated that they would be available as important marketing data in beauty device market.

• 월간낙농육우
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• v.35 no.8
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• pp.126-134
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• 2015

낙농가가 일반소비자들을 대면해 우리우유에 대해 이야기 나누고 낙농의 가치를 직접 알릴 수 있는 기회가 많아졌다. 지역마다 벌이고 있는 우유소비촉진 행사가 그렇고 소비자들이 낙농의 현장을 직접 느낄 수 있도록 목장 내 체험프로그램이나 문화행사와 같은 다양한 형태의 사업들도 운영되고 있다. 사실 어떠한 농축산업을 보아도 낙농만큼 보고 느낄만한 것이 많은 분야도 없을 것이다. 이렇게 흥미로운 소재를 갖고 있는 만큼 일반인들에게 친근하게 전해질 수 있다면 더욱 좋겠다. 안타깝게도 우리는 매일 있는 현장이니 대수롭지 않지만, 일반 소비자들에게 보기에 불편한 모습도 있을 수 있다는 것을 인지할 필요가 있다. 커다란 생명을 다루는 일이니 매일 엄청난 양의 분뇨가 퇴적되고 그래서 좋지못한 냄새가 발생되는 것은 당연하지만 아무런 책임의식없이 이를 방치를 하여 목장의 주변에 불편함을 제공해선 안된다는 것이다. 불편함이란 매우 주관 적일 수 있지만 그들의 느낌과 감정을 의식하지 않을 수 없게 되었다. 협회가 오랜기간 추진해온 깨끗한목장가꾸기운동 자체가 많은 것을 해결할 수는 없지만, 사육환경을 개선하고 주변 이웃들과 더불어 삶을 영위하고자 하는 요령과 정신을 담고 있다. 대체로 그렇듯, 매년 우수목장으로 선정된 목장주들을 보면 상당수가 늘 밝은 인상에 외지인들을 빈객 맞듯 대접하며, 좋은 것이 있으면 주변거주인들과도 나누며 원만한 관계를 유지하는 모습을 볼 수 있었다. 해도해도 끝이없는 목장일들, 수입유제품은 넘치고 우유는 남는다는데 이 모든게 농가잘못이라는 듯 몰아가는 요즘 일상의 작업들만으로도 이미 충분히 힘들고 괴로운 시기이다. 하지만 대대손손 이어가는 우리목장, 사회에 지속적으로 기여하는 낙농산업을 위해 더 넓게 그리고 자주 주변의 이웃과 소비지들의 시선을 의식하며 깨끗한목장가꾸기운동을 통해 우리 자신을 점검해볼 수 있었으면 좋겠다. 월간 낙농육우는 잘 관리된 목장환경을 기반으로 소비자들과의 교류에도 노력하며 우리낙농의 가치를 열심히 전달하고 있는 모범적인 목장을 둘러보았다.

• Korean Journal of Human Ecology
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• v.13 no.2
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• pp.291-300
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• 2004

The purposes of this study were to research the clothing shopping orientations and the utilizations of information sources according to values of male consumer aged between the 20's and the 30's. The data were analyzed by factor analysis, one-way ANOVA, Duncan's multiple range test, x2- test, Pearson's correlation. The results of the study were as follows: 1. Male consumer's values were classified into 2 factors, and consisted of three groups. 2. There were significant differences among groups according to demographics variables. 3. Clothing shopping orientations were classified into 6 factors and information sources were classified into 3 factors. 4. There were relationships between male consumer's values, clothing shopping orientation, and utilization of information sources.

• Journal of Korean Home Economics Education Association
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• v.20 no.3
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• pp.163-177
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• 2008

The purpose of this study is to see relationship between middle school students' cellular phone consumption behavior and their mothers' consumer education. A survey was conducted with middle school students at nine middle schools in Gyeongnam who possessed a cellular phone and their mothers(1,080 in total). The results of this study are as follows: First, middle school students' cellular phone consumption behavior was relatively at the average level or higher: they were best at A/S and change and refund and were at the average level in collecting and using information for purchase followed by contract. This consumption behavior was associated with such variables as gender, academic performance, and monthly pocket money. Second, as for consumer education for middle school students' mothers in general, purchase education was most highly recognized, followed by citizenship education and value education. However, value education was relatively weak, which should be reinforced. Mothers' consumer education was associated with children's grade, academic performance and monthly pocket money. Third, since middle school students' desirable cellular phone consumption behavior was strongly associated with their mothers' consumer education, it is highly urgent to improve the quality of consumer education by mothers at home.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.12
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• pp.1956-1964
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• 2009

Understanding ethical fashion consumers in Korea is essential for the expansion of the ethical fashion market. This study analyzed ethical consumers in Korea in an examination of the factors that influence ethical purchase behavior and attitudes. The differences between ethical fashion consumers and non-ethical fashion consumers were investigated using eight variables (perceived consumer effectiveness (PCE), self-direction, benevolence, universalism, social responsibility, perceived behavioral control, face saving, and group conformity). Data were collected by means of a questionnaire through both on-line and off-line surveys from April 20 to June 7, 2009. Only the respondents knowledgeable of ethical products or ethical consumption were asked to complete the questionnaire. A total of 494 samples were used for analyses. Using independent samples t-test, the differences in each variable between two groups were examined. There were significant differences between ethical fashion consumers and non-ethical fashion consumers in attitudes toward ethical consumption behavior, behavioral intention, PCE, self-direction, universalism, social responsibility, and face saving variables. The factors influencing attitude and behavior intention were investigated by step-wise regression analyses. For ethical fashion consumers, the attitudes to ethical consumption behavior were largely influenced by PCE and benevolence. Social responsibility was the most predictable variable in guiding behavioral intention. Behavioral intention was also influenced by benevolence and attitude. Group conformity was found to be negatively correlated with behavioral intention. The findings of this study provide significant guidance for marketers of ethical fashion products. This study is the start of ethical fashion consumer research in Korea and can develop into variable subfields in the future.

• The Journal of the Korea Contents Association
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• v.15 no.11
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• pp.467-485
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• 2015

The market share of private brand(PB) is growing at a rapid pace. Based on the previous studies, consumers pay more attention to the extrinsic cues when they buy the PB products. This paper proposes an integrated model to examine how the retailer credibility which is one of the important extrinsic cues affects perceived quality variation, value consciousness, attitude to PB, and PB product purchase intention. Also, familiarity with PB is regarded as a moderating variable that can interact with retailer credibility. An analysis of 199 useable questionnaires found that retailer credibility has a significant impact on the attitude to PB, directly and indirectly. Further, the moderating effect of familiarity with PB was significant. For this, we interpret that when consumers are more familiar with the private brand, they tend to have few bias toward the quality of PB. These findings provide several effective strategies for the development of PB, such that retailers must improve consumer's familiarity with PB via various promotions like free samples or testing events. Academic and practical implications of the study findings and future research directions are also discussed.

• 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.

• Asia Marketing Journal
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• v.10 no.4
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• pp.35-64
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• 2009

In an effort to increase our understanding of green buying behavior, the present study proposes and tests a comprehensive model of how values influence attitudes toward the environment and preferences for green products in a cross-cultural setting. Data were collected from a survey with consumers in two cultures, diametrically different on values salient to environmental consumerism, the U.S. and Korea. As a result of model testing both at the national and multi-group levels, a refined, final model is presented. While the core human values were found to relate to environmental attitudes and green buying behavior, the patterns of the relationships among the variables emerged to differ between the two cultures, highlighting the importance of cross-cultural investigations in this area. Results suggest that biospheric values significantly influence environmental attitudes and green consumption in both countries. However, the effects of egoism were significant among American respondents whereas altruism appeared to have a significant influence on attitude and behavior in the Korean sample. Findings of this study should aid international marketers in their understanding of what drives consumers' green buying behavior in different cultural settings.

• Archives of design research
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• v.16 no.3
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• pp.299-308
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• 2003

The existing market patterns and social structures have been changed according to the trends of digital and informational society of the 21st century. The characteristics of the consumption market is that the balance of power moves from enterprises to consumers. As consumers’ demands are diversified according to life quality enhancement, many products are based on main aspects of human experiences, emotions and values. Standardized functions and services of products cannot capture consumers to a great extent any more. A notable aspect is that consumers want products or services that can oner movable experiences. Future products must appeal to emotion, not to reason of consumers. Now consumers purchase styles, experiences and stories contained in products, not products themselves. That is, the key to decision to purchase products is the satisfaction of emotional values. Users'emotions diversified due to the development of industrial designs demand the development of new designs that can represent new trends of users. User-centered values imply the change of people's purchasing trends. This indicates that there is a need to change physical aspects such as price or functions into individual emotions and characters. In addition, studies are required on design concepts to pursue new emotional values, apart from functional type designs. It is time for designers to suggest initiative and rational directions for this changing era.