• Proceedings of KHEA Conference
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• 2005.10a
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• pp.159-159
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• 2005

• Product Safety
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• s.194
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• pp.16-17
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• 2010

• Management & Information Systems Review
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• v.33 no.1
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• pp.99-118
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• 2014

This study is a product launch strategy Preannouncing companies associated with temporal distance( in the near future/ distant future) and prior knowledge level(high knowledge/ low knowledge), the memory - based judgments(Global product judgment/ Discrete product judgment) and the purchase intention appears, the difference between the empirical verification of what was discriminatory. The study, first, Preannouncing main effect of temporal distance on judgments remember the difference between the purchase intention and consistent global product judgment is more discrete product judgment were higher awareness, purchase intention is higher. Second, Preannouncing high level of product knowledge in global product judgment showed that compared to discrete product judgment. In addition, low levels of knowledge than a discrete product judgment that global product judgment and purchase intention shown that a high level of consumer knowledge through systematic information processing and the road leads to higher purchase attitude. Third, Preannouncing according to the temporal distance and level of knowledge about the interaction effect results in the near future in terms of the high level of knowledge consumers global product judgment was higher than the discrete product judgment. On the other hand, a low level of knowledge of conditions in the distant future, consumers are more discrete product judgment recognized global product judgment showed that high.

• 한국벤처창업학회:학술대회논문집
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• 2018.11a
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• pp.181-185
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• 2018

최근 사회적기업의 빠른 성장세와 중요성에도 불구하고 대부분의 사회적기업은 영세한 사업규모, 정부에의 재정적 의존, 전문 경영 인력과 지식의 부재, 소비자의 낮은 인지도 등 많은 한계를 갖고 있다. 따라서 사회적기업의 경제적 자립을 위한 마케팅 분야의 실증적 연구가 필요하지만 현재 이에 대한 선행연구는 미미한 실정이다. 이에 본 연구는 (1) 사회적기업의 이미지와 소비자의 자아이미지 일치성, (2) 사회적기업의 상품에 대한 소비자의 기대수준과 실제 성과와의 기능적 일치성, (3) 사회적기업 상품이 내포하는 사회적 가치와 소비자의 가치일치성이 사회적기업에 대한 고객만족과 애호도에 미치는 영향을 살피고, 이 과정에서 사회적기업 동아리 소속 여부의 조절적 역할을 확인하여 사회적기업의 장기적인 마케팅에 시사점을 주고자 하였다. 본 연구의 결과는 다음과 같다. 첫째, 자아이미지 일치성, 기능적 일치성, 가치 일치성은 모두 사회적기업의 소비자가 사회적기업과 그 상품에 대한 만족에 긍정적인 영향을 미치고 애호도를 형성하게 한다. 둘째, 사회적 기업 동아리 소속여부는 자아이미지 일치성, 기능적 일치성, 가치일치성이 고객만족에 미치는 영향의 민감도를 낮추는 조절변수로 나타나 사회적기업에 대한 만족에 있어 동아리 활동이 중요한 역할을 하는 것으로 파악되었다.

• Journal of Korean Home Economics Education Association
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• v.32 no.3
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• pp.81-96
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• 2020

This study aims to identify implications for the role of home economics in consumer education in middle schools focusing on building consumer competency. To this end, the content in middle school textbooks of home economics and other subjects, written according to the 2015 revised curriculum, were analyzed. This study examined consumer education content based on the consumer competency measurement index developed by the Korean Consumer Agency, and reviewed different foci presented by subjects. This study also investigated how the knowledge, attitude and practice, which are components of consumer competency, are presented. The major findings of this study can be summarized as follows: First, consumer competency content, presented in textbooks of home economics and other subjects, were comprised of citizenship competency(65.3%), transactional competency(27%), and financial competency(7.7%). Second, in terms of content on the consumer's citizenship competency, little attention was paid to consumer rights, revealing an imbalance between responsibilities and rights. Third, despite its importance, the "utilization of information and communications technology" in transaction competency, and "consumer participation" in citizenship competency are insufficiently covered in the home economics. Fourth, social studies was the subject that most extensively covered the content of consumer competency. In terms of scope, home economics dealt with most of the sub-fields. Fifth, even when the same content of consumer competency was covered, it was presented differently by subject. Sixth, there was a lack of connection between components of consumer competency-knowledge, attitude, and practice, with a disproportionately high emphasis on knowledge. In conclusion, this study concluded that consumer education content of middle school subjects is insufficient to enhance consumer competency.

• Knowledge Management Research
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• v.24 no.2
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• pp.137-159
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• 2023

This study focuses on consumers' perceptions of virtual influencers, which many companies recently used for marketing. This study uses the Q methodology to derive what kind of perception consumers have about virtual influencers who work with various appearances, background stories, and worldviews as components. In addition, we want to see how the expected value of virtual influencers differs by age group. To this end, 34 statements were produced through preliminary interviews and literature reviews. This study showed that some consumers preferred appearances similar to humans, despite recognizing that virtual influencers are fictional characters. Some other consumers preferred to feel like a fictional character by maintaining virtuality, confirming that there are both opposite consumers. In addition, consumers expect virtual influencers to have consistency and expertise in the content field covered, and some consumers do not prefer to show an overly commercial appearance. This study will likely provide implications for companies that want to utilize virtual influencers in considering which ones to use for target customers in marketing activities.

• Knowledge Management Research
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• v.25 no.1
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• pp.89-109
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• 2024

The development of digital technology has given rise to a new service model: self-service. This model introduces the concept of "digital shadow work", in which consumers conduct unpaid behind-the-scenes digital tasks instead of employees. While consumers are engaging in increasingly more digital shadow work in self-service environments, they are unaware of their unpaid labor. This raises concerns about consumer rights and businesses' long-term sustainability and health. This study aims to reveal the psychological awareness factors that influence consumers' decisions to engage in digital shadow work in self-service environments. This exploratory qualitative study utilizes a grounded theory approach and semi-structured interviews to reveal the psychological awareness factors that contribute to consumers' decision to engage in digital shadow work. By revealing the psychological awareness of decision-making factors, this study enhances consumer's understanding and awareness of digital shadow work, which helps increase their awareness of self-protection in the context of self-service technologies. Additionally, understanding consumers' decision-making psychology is crucial for non-face-to-face self-service technology companies and provides a theoretical basis for sustainable and healthy business development.

• Information Systems Review
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• v.21 no.4
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• pp.197-220
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• 2019

This study aims to identify consumer motivations of open innovation project participation from digital transformation perspective. By extending a traditional intrinsic/extrinsic motivation framework, we propose a three-dimensional perspective of the self-driven, firm-driven, and sociality-driven motivations. This reveals the significance of the social effects of open innovation projects as an example of digital transformation by categorizing the motivations based on the 'influencer' of the motivation building and by highlighting the importance of sociality as an influencer. As a result, self-efficacy is identified as a key motivation when the influencer exists internally. Economic incentive and firm reputation are identified when the influencer exists externally. Finally, competition, peer evaluation and social contributions are identified when the influencer exists socially. The role of knowledge type sought through innovation projects is further introduced to explain its moderating effects on motivations. The study is validated in two steps. First, we investigate four cases of open innovation projects and examine what motivations are highlighted in each context. Second, we collect survey data from 203 online game users and ask them on their motivations. The results confirm most of our hypotheses and highlight the significance of sociality in the knowledge-seeking process in open innovation projects. This study largely contributes to digital transformation literature by extending the view of motivation and examining the moderating role of knowledge involved in the projects.

• The Research Journal of the Costume Culture
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• v.18 no.3
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• pp.476-487
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• 2010

The purpose of this study was to identify the determinants of decision-making confidence of clothing. As determinants, this study examined consumer susceptibility to interpersonal influence, vanity, and clothing knowledge. Data were collected through surveying university students in Seoul metropolitan area using convenience sampling method. Out of 324 distributed, 300 useful questionnaires were returned. The results showed that identical conformity among consumer susceptibility to interpersonal influence factors significantly influences, both directly and indirectly, decision making confidence through vanity. Although normative conformity does not influence decision-making confidence directly, it does significantly influence decision-making confidence indirectly through influencing vanity and clothing knowledge. The results suggest clothing is a manifestation tool for managing public self, which finally leads to increased clothing knowledge and decision-making confidence of clothing. These findings may be used by marketers in developing strategies for product development and promotion.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.5
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• pp.628-638
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• 1998

This study, the second in two part series, focuses on effect of product involvement and consumer knowledge on consumers' perceptions of six dimensions of clothing price: price -quality schema, prestige sensitivity: sale proneness, price mavenism, value consciousness, and price consciousness. Additionally, correlation between product involvement and consumer knowledge was examined. Multi-item measures of six dimensions of price, product involvement, and consumer knowledge were included in the questionnaires. The subjects were 264 college students living in Seoul, Korea. The data were collected by self-administered questionnaires and analyzed by factor analysis, regression analysis, and correlation analysis using SPSS PC. In addition, two focus group interviews were conducted to obtain qualitative data for the result interpretation. Results of this study showed that the degree of consumers' product involvement significantly affects consumers' perceptions of each price dimension except price consciousness dimension. Consumers' knowledge about clothing has a significant effect on consumers' perceptions of all price dimensions. Dimensions of product involvement and consumer knowledge were partially correlated. Marketing implications based on these results were suggested.