• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.2
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• pp.1-14
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• 2016

사회적기업의 브랜드를 추구하는 패션 소비층은 개인적인 가치 기준을 바탕으로 합리적인 소비생활을 하며 브랜드 이미지를 중시하고 자신만의 감도를 찾는 공통된 특징을 가지고 있다. 이러한 추세에 따라 패션 사회적 브랜드는 새로운 각도에서 소비자들을 이해하며 환경변화에 능동적으로 대응할 필요성이 요구되고 있다. 이에 본 연구에서는 패션 사회적 브랜드-소비자 관계의 세부적 요인이 브랜드 자산 구성요소들에 미치는 구조적 관계에 대해 규명하며, 연구결과를 기준으로 패션사회적 브랜드가 소비자의 구매행동을 예측하여 보다 효율적인 브랜드 전략을 진행하는데 있어 시사점을 제공하고자 한다. 이를 위해 2015년 4월 1일부터 30일까지 ${\bigcirc}{\bigcirc}$ 패션 사회적 브랜드 상품구매경험자를 800명을 대상으로 설문을 실시하였으며, SPSS 20.0, AMOS 20.0을 사용하여, 빈도분석, 신뢰도 분석, 요인분석 및 경로분석을 실시하였다. 이상을 바탕으로 도출된 연구결과는 다음과 같다. 첫째, 브랜드-소비자 관계의 행위적 몰입, 인지적 믿음은 브랜드 인지도에 유의한 영향을 미쳤으나, 감성적 유대는 브랜드 인지도에 영향을 미치지 않았다. 둘째, 브랜드-소비자 관계의 행위적 몰입, 감성적 유대, 인지적 믿음은 브랜드 이미지에 유의한 영향을 미쳤다. 셋째, 패션 사회적 브랜드 이미지는 브랜드 태도 및 브랜드 충성도에 유의한 영향을 미쳤다. 넷째, 패션 사회적 브랜드의 지각된 품질은 브랜드 이미지, 브랜드 태도, 브랜드 충성도에 유의한 영향을 미쳤다. 다섯째, 패션 사회적 브랜드 태도는 브랜드 충성도에 유의한 영향을 미쳤다.

• Proceedings of the Korea Technology Innovation Society Conference
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• 2001.11a
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• pp.79-99
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• 2001

웹기반 경매사이트는 전자상거래시장을 대표할 만한 높은 수익성을 올리고있는 인터넷비지니스 수익모델이라고 할 수 있다. 현재 온라인경매를 사용하는 소비자는 경매사이트에서 제공하는 풍부한 정보의 양에 의존하여 전자상거래를 접하고 있다. 기존연구는 온라인 경매사이트의 제공자는 소비자의 입찰에 대한 태도와 참여 의도을 유인하기 위하여 온라인 경매 모델의 형태와 정보의 질에 집중하였던 것을 언급하고 있다. 온라인경매는 웹 인터페이스(Web Interface)를 활용하는 특징을 보유하고 있다. 그러므로, 웹기반 경매사이트의 디자인요인은 온라인경매에서 매출액 신장과 입찰에 대한 태도와 입찰 참여 의도를 유인하기 위한 중요한 요소라고 할 수 있다. 그럼에도 불구하고, 온라인 경매사이트의 매출액 증진을 위하여, 온라인경매에서 입찰 참여 의도와 웹기반 경매사이트의 디자인 요인간의 관계 연구는 수행되지 않았다. 본 연구의 목적은 웹기반 경매사이트의 디자인 요인과 소비자의 입찰 참여 의도간의 관계에 관한 연구이다. 특히, 아르헨티나를 사례연구로 실증분석을 수행하였다. 웹기반 경매사이트의 디자인 요인은 (1)사이트 구조측면과 (2)정보의 디자인 측면 그리고, (3)정보의 내용측면을 추출하였다. 웹기반 경매사이트의 디자인요인과 소비자의 선호도 변수들과의 비교분석이 이루어진다. 소비자 선호도 변수는 (1)웹디자인의 유용성 인지도와 (2)정보의 유용성 인지도 그리고, (3)웹사이트의 용이성 인지도가 사용되었다. 본 연구의 분석결과에 의하면, 웹기반 경매사이트의 3가지 디자인요인에 해당하는 사이트의 구조측면과 정보의 디자인측면 그리고, 정보의 내용 측면은 모두 소비자의 입찰에 대한 태도와 입찰 참여 의도에 긍정적으로 영향을 미치는 것으로 나타났다. 그리고, 소비자의 특성에 따른 차이점이 입찰 참여 의도에 긍정적인 영향을 미치고 있음을 결과로 제공하고 있다.

• Culinary science and hospitality research
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• v.20 no.2
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• pp.232-245
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• 2014

The purpose of this study is to show that the servicescape influences customers' attitudes and behavior in retail business environments. Based on the findings from the related studies, this study proposed a model which explores how customers' perceptions of sevicescape influence customers' cognitive, affective, and conative attitudes (i.e., brand image, customer satisfaction, and revisit intention) in franchise coffee shops. In order to test the proposed research framework, the data were collected in Daegu and two other cites located in Gyeongbuk province. Descriptive statistics, factor analysis, and a series of multiple regression analysis were utilized in the study. The findings showed that the servicescape of franchise coffee shops significantly affected customers' cognitive, affective, and conative attitudes. In particular, it is found that the affective attitude (i.e., customer satisfaction) was best explained by the servicecape among the three types of attitudes. Marketing implications are also discussed based on the findings.

• Journal of Distribution Research
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• v.8 no.1
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• pp.21-46
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• 2003

Despite importance of private brands in the retail industry, not many studies have been performed on factors affecting consumers' attitude formation toward private brands. This study tries to understand attitude formation toward private brands from the perspective of image congruence. Focusing on three types of image congruence-image congruence between a private brand and a consumer's self, image congruence between a store and a product category used for a private brand, and image congruence between a store and a consumer's self - this study explores relationships and effects of these three types of image congruence on attitudes toward private brands. According to results, image congruence between a private brand and a consumer's self has the strongest effect among three types of image congruence. Image congruence between a store and a product category also has a significant positive effect on attitudes toward private brands. Effects of image congruence between a store and a consumer's self on attitudes toward private brands were opposite to the hypothesized direction, and explanations about the unexpected result are provided.

• Journal of Digital Convergence
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• v.13 no.2
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• pp.51-60
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• 2015

Recently the sales of PB products attribute shows a steady growth day by day. The consumers buy them due to low prices, however, lately they buy the high premium PB products. And thus the large distributors made a rapid growth of sales. The aim of this study is to analyze what the PB products attributes may affect the consumers' purchase behavior. First, the attribute factors of the PB products: store image, knowledge and information, quality perception, economic value etc. have effects on the consumer attitude after usage experience with PB products. Second, the consumer attitude after usage experience with PB products can have an effect on the purchase behavior. As a result of this study, the various attributes of PB products such as store image, knowledge and information, quality perception, economic value appeared to be positive effect. At the same time the attitude after buying the PB products showed positive effects on the purchase behavior.

• Korean small business review
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• v.41 no.1
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• pp.1-28
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• 2019

The purpose of this study is to contribute to the revitalization of the 6th industry by presenting suggestions on how to utilize agricultural food mobile SNS and how to purchase intention. In this study, the mobile SNS, which is rapidly emerging as a new marketing channel, was applied to the agricultural and food sector to conduct a empirical analysis. First of all, the characteristics of agricultural food-related mobile SNS that affect the purchasing intent of agricultural food were derived, and the indirect effects of consumer attitudes were analyzed in relation to the perceived characteristics of the mobile SNS for the agricultural food and the purchase intention. First, information quality and ease of access have a significant effect on cognitive attitude (+), and playfulness, information quality, ease of access have a significant effect on emotional attitude (+), and playfulness, interactivity have a significant effect on an acting attitude (+). Second, information quality, accessibility, and playfulness have a significant effect on purchase intention (+), and the quality of information has the greatest influence. Third, it was analyzed that information quality, interactivity, ease of accessibility, and playfulness have an indirect effect of consumer attitude in the path of purchase through consumer attitude. From the results of this study, it was confirmed that efforts to improve the quality of information in the case of mobile SNS related to agricultural and food products are needed first, that to improve the purchasing intent, we need to establish a mobile SNS operating strategy and marketing strategy for enhance consumer attitudes in a favorable. On the other hand, related education and system cooperation methods should be prepared to enable agricultural and food companies to use mobile SNS as a marketing tool.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.322-331
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• 2014

The objective of this study is to examine the effect of regional globalization and its impact to globalized company. As emerging markets evolve from the periphery to the core of marketing practice, we will need to figure out their unique characteristics. Emerging markets are distinctly different from mature markets. Because of market heterogeneity it is important to segment customer and find out their characteristics for the companies. In this research we explores how inward internationalization, susceptibility to global consumer culture affect consumer's brand attitude and adoption of global brand. This study examines various strategic issues in the context of China. The result suggest that inward internationalization is an antecedent factor of susceptibility to global consumer culture and also influence to brand attitude and brand adoption positively. Several implications for Korean content providing companies and marketing strategies are discussed.

• International Area Studies Review
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• v.16 no.3
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• pp.181-207
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• 2012

This study explores and examines the impacts of the cultural characters on the brand attitude of Chinese regional consumers. This study used the 1,500 sample sized data collected from three major cities: Beijing, Shanghai and Guangzhou. We investigate that power distance, individualism/collectivism, uncertainty avoidance and long-orientation are statistically different across cities. The empirical studies show that individualism/collectivism and uncertainty avoidance have significant impacts on the brand attitude of Chinese regional consumers. We tested that the relationship between the brand power and the brand attitude is moderated by individualism/collectivism, the results indicate that the effect of the brand power on the brand attitude is moderated by uncertainty avoidance. These results imply that Chinese consumers' culture character of individualism/collectivism and uncertainty avoidance moderate their brand attitude. Based on this results, We suggested some implications for further market segmentation strategy, brand marketing strategy, and Chinese regional consumer culture research.

• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.139-152
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• 2015

One of the most latest trends in today's marketing practice is to create branded contents for interacting with online consumers. Marketers are increasingly adopting behind-the-scene contents which disclose a brand's backstage information in their contents marketing efforts. The current study conceptualizes this behind-the-scene storytelling based on dramaturgical theory and investigates its impacts on consumer responses. The study also examines how consumers advertising skepticism level would influence on the evaluation of branded contents. In addition, the moderating role of advertising skepticism in evaluating brand's backstage information is investigated. The findings suggests that consumers who are exposed to brand's backstage indicate greater information attitude, brand attitude, and purchase intention than those who are not exposed to brand's backstage. Also consumers who have lower advertising skepticism evaluated branded contents more positively than high ad skepticism consumers. Lastly, the moderating role of advertising skepticism on the impact of brand's backstage disclosure is reported.

• Journal of Global Scholars of Marketing Science
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• v.13
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• pp.89-111
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• 2004

The authors address the effectiveness of the composite brand extension In the context of international brand alliance. In composite brand extension, four combinations of 4 domestic brands and one internationally well-known brand as header and modifier brands are used as the brand names for four experimental products. The results of analyses reveal that (1) degrees of brand attribute transferability between header and composite brands, and (2) the impact of header and modifier brands on a composite brand appear to be decreasing when the distance of product categories between header and modifier brands are farther. In addition, the authors demonstrate that the fitness between constituent brands and composite brands tends to have more influences on consumers' evaluation of a composite brand than does the complementarity when the distance of product categories between header and modifier brands are farther. Some implications and future research directions are also discussed.