• The Journal of the Korea Contents Association
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• v.16 no.12
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• pp.707-723
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• 2016

The purpose of this study is to focus on the effects of different channel types of Word-of-Mouth on the product attitude. Additionally, the product involvement and gender are considered as moderating variables. The results of this study show that different word-of-mouth channel types have different effects on the product attitude, that is, off-line has more influence than on-line does. Also the product involvement moderates the relationship between the channel types of word-of-mouth and the product attitude, while the gender does not. The results imply that while building the word-of-mouth marketing strategy, companies should not only pay attention to the on-line media channel, but lay importance on the off-line communication channel.

• Journal of Digital Convergence
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• v.18 no.9
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• pp.71-79
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• 2020

In recent years, Korean consumption trends have undergone rapid changes. Also, subscription economy has emerged and is growing as a new shopping method. The purpose of this study was to verify the relationship between consumer attitude and intention to continue to use of the consumption value of subscription service based on subscription economy. To this end, we analyzed the structural equation modeling for 300 consumers who used HMR products through subscription services. The analysis results are as follows. First, consumption value (functional, emotional, social and monetary) of HMR products perceived by subscribers had a significantly positive effect on consumer attitude except for monetary value. Second, consumer attitude was found to have a positive effect on consumers' intention to continue to use. This study contributes to the development of academic theories related to the subscription service in the early stages and provides managerial implications for HMR-related companies that want to utilize subscription service.

• Journal of Korea Society of Industrial Information Systems
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• v.14 no.1
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• pp.73-89
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• 2009

This research examines the factors that influence a consumer's decision to switch to new self-service technologies. The model related to attitudes, anticipated outcomes and intentions to change a behavior was assessed using structural equation modeling at the context of a banking industry. The results revealed that 1) an attitude toward a staff, Internet banking, and an ATM would influence an attitude toward a bank, 2) an attitude toward Internet banking and ATM influence utility and enjoyment, and an attitude toward Internet banking and staff affect social acceptance, 3) an attitude toward a bank was positively associated with enjoyment, 4) an attitude toward Internet banking had a positive effect on the intention, but an attitude toward an ATM had a negative one, and 5) both anticipated outcomes, enjoyment and social acceptance, were found to influence an intention to change behavior, but utility was found to affect negatively.

• Journal of Families and Better Life
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• v.13 no.1
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• pp.114-122
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• 1995

본 연구의 목적은 농산물 수입개방에 대한 소비자 의식과 농산물을 구매할 때의 평가기준, 구매 이유 등의 구매태도가 농촌과 도시 소비자간에 어떤 차이를 보이는가를 조사함으로써 급속히 변화된 국제시장환경에 대처하기 위한 소비자측면의 기초자료를 제공하는데 있다. 조사대상은 서울, 인천, 김포 지역에 거주하는 20세 이상의 남녀 214명이었으며 조사도구는 설문지를 사용하였고, 분석방법은 SPSS PC 프로그램을 이용하여 지역간의 차이를 $X^2로$ 검정하였다. 농촌 소비자가 도시 소비자보다 농산물 시장개방에 대하여 더 큰 피해 의식을 가지고 있었으며 이에 대한 대응방안에 대하여도 도시소비자는 재래품종개발, 공산품위주의 산업구조 편성, 유통절차의 간소화로 응답한 반면 농촌소비자는 식량안정지급에 필요한 주곡류 육성, 정부지원 등으로 응답하였다. 또한 구매 태도에서는 우리 농산물의 품질을 인정하면서도 도시와 농촌이 모두 가격이 싼 수입 농산물을 선호하는 양상을 보였으며 구매장소, 평가기준 등에는 도시와 농촌간에 차이를 보였다.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2009.05a
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• pp.127-130
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• 2009

본 연구에서는 스마트 의류에 대하여 소비자들이 느끼는 지각된 가치가 소비자 수용도에 미치는 영향을 조사하고자 하였다. 이를 위해 MP3 기능 재킷과 심박 모니터링 스포츠웨어를 대상으로 소비자들의 수용도에 대한 연구모형을 수립하였고, 선행연구들을 근거로 각 구성요인 간의 관계에 대해 연구가설을 설정하였으며, 그 경로가설을 검증하였다. Davis(1989)가 제안한 TAM을 적용하여 스마트 의류의 수용과정을 설명한 결과 모형의 적합성을 검증하였으며, 8 개의 경로가설 중 6 개의 경로가 통계적으로 유의함이 밝혀져 채택되었다. 그 결과는, 첫째, 지각된 사용용이성은 유용성을 거쳐 태도에 간접적으로 영향을 주었고, 태도는 다시 수용의도에 영향을 주는 것으로 나타났다. 둘째, 지각된 유용성은 지각된 가치에 대한 태도에 영향을 주는 것으로 나타났으나, 스마트 의류의 수용의도에는 영향을 미치지 않는 것으로 분석되었다. 셋째, 지각된 가치가 스마트 의류에 대한 태도와 수용의도에 둘 다 영향을 미치는 것으로 나타났다. 넷째, 스마트 의류에 대한 태도는 구매의도에 영향을 미치는 것으로 나타났다.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.61-76
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• 2020

As the media environment changes rapidly, the size of the online advertising market is growing rapidly. However, consumer's trustfulness in online advertising is much lower than that of old media, and there is also a phenomenon of advertising avoidance. Thus, in this study, advertising skepticism, advertising appeals, involvement, and FCB Grid theory were used to provide Youtube and advertisers with implications for advertising strategies. It was intended to provide a way to lower consumer advertising avoidance. As a result of Research 1, consumers with high advertising avoidance showed low advertising attitudes, brand attitudes, and attitudes toward products. In addition, there was no difference in gender, and when the frequency of online video viewing decreased and the age increased, advertising avoidance increased. Research 2 shows that consumers with high levels of advertising skepticism showed a high level of advertising attitude when the level of involvement was low and transformational appeal was high. In the FCB Grid model, consumers with high levels of advertising skepticism are found to be suitable for transformational appeal advertising. These results mean that Youtube and advertisers should think important about advertising skepticism, which is the cause of advertising avoidance, and that consumers with high levels of advertising skepticism should be presented with advertisements suitable for each type of product in the online advertising market.

• Management & Information Systems Review
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• v.31 no.2
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• pp.173-197
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• 2012

The purpose of this study is to analyse the country image, the country attitude, the medical service attitude and the use intention about international medical service market in china and how these factors are related to one another. Data were collected from 609 chinese consumers who have known international medical service. We found the country image about international medical service institute has direct relation to the country attitude, the medical service attitude and use intention. And the country attitude influences the medical service attitude and use intention. However the medical service attitude of international medical service is not related to use intention. For a successful international medical service business, marketer should recognize that it is important to formulate the policy using the country image as well as the corporation image.

• CRM연구
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• v.3 no.1
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• pp.1-17
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• 2010

When the marketer wants to execute the sport sponsorship, he(she) has to consider the numerous intervening variables for the effective results. This study illuminates the relationship between these kind of intervening variables of brand origin, familarity, and consume's ethnocentric delinquencies to the sponsorship attitude. The result shows according to the country origin of brand, the consumer's perception of the attitude to the sponsor brand is changed. That is the more positive of the consumer perceive to the brand origin, the more positive to the sponsoring brand attitude. That means the consumer can judge the pro or con of that kind of sponsorship through the mental accounting. But the consumer believes the global sponsorship helps the sport team. The second result shows that the familiarity toward COO(country of brand origin) affects to the sport sponsorship positively. The subjects respond that when the sponsor COO is not so familiar to them, they can discount the sponsor effect of sponsorship. The third result is that there is litter influence of ethnocentrism of sport sponsorship.

• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.154-163
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• 2009

A new advertising, unlike traditional advertising, has a unique characteristics as a consumer's life styles are changed. This study explores consumer attitude affected by personal value disposition of each advertising creative appeal types. Personal value disposition implies directions of creative and determines advertising effect. So, personal value disposition deserves special consideration of not only print media, but broadcast media and internet media. In the present study, Research has been performed for a diffusion analysis based upon a survey of 338 individuals who were selected randomly. Test advertisement of MP3 Player has been used because involvement of products takes a neutral attitude comparatively. Result from the experiment show that, individualism-rational appeal is the most effective for consumers attitude. Groupism-rational appeals affects consumer's attitude, either. Groupism-emotional appeal has a partial effect and individualism-emotional appeal has no statistical significance. This experiment can be a foundation stone of personal value disposition studies.

• Culinary science and hospitality research
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• v.17 no.3
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• pp.89-103
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• 2011

The purpose of the study is to examine the effects of the country of origin image of beef on consumers quality perception, attitude and purchase intention. In order to conduct the research, 300 questionnaires were distributed to consumers who have purchased beef in Seoul during a two-week period from December $27^{th}$, 2010 to January $10^{th}$, 2011, but only 244 were analyzed for this study. The results are as followed First, country - of-origin image of beef had significant relations with consumers quality perception, attitude and purchase intention. Second, consumers quality perception had positive relations with attitude and purchasing intention. Third, consumer's attitude had positive influence on purchasing intention. In order to enhance the country-of-origin image of beef, cows should be raised in an environmentally friendly way. Having regular checkups and using good quality feed would produce reliable products. As well, in order to strengthen the image of beef, aggressive marketing strategies are also recommended.