• 한국식품조리과학회지
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• 제24권6호
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• pp.919-930
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• 2008

This study was conducted to survey the attitudes of oyster consumers and to analyze their purchase behaviors based on demographic variables. To accomplish this, a questionnaire that was developed based on content analysis and panel discussion was distributed to 467 general consumers. The majority of the respondents ate oysters (90.6%), although the proportion of oyster consumers increased with age. The primary reasons for not-eating oysters were odor (33.3%), flavor (16.7%) and concern for safety (11.9%). Most respondents consumed raw oysters (96.1%) during winter (70.0%) at discount stores (51.3%). Fishery wholesale markets were the most common places to purchase oysters for respondents in their 60 s, while the other groups reported that discount stores were the most common place to purchase oysters. Most respondents ate oysters the day of purchased (53.2%). Furthermore, most respondents (39.2%) reported that they consumed the oysters only after evaluating the appearance and odor and that they avoided oysters during summer for safety. Women were more likely to check the expiration date than men, while housewives were the most likely to check the expiration and usually kept the oysters at refrigerator. Overall, the results of this study suggest that the various types of oyster products must be targeted toward different demographic markets. Moreover, this study will be useful for promoting the safer and more effective consumption of oysters.

• 품질경영학회지
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• 제39권4호
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• pp.486-499
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• 2011

Now, the Korean consumer market enters into the stage of the advanced country type's mature consumption, totally different from the consumption of the past, and among these changes, the quality enhancement and bipolarity of the consumption show clearly the rising trends together with the popularization of the Masstige Brand due to the big expansion of the quantity. Unlike the old luxury brands, available only to the rich people in the past, the Masstige Brands are tagged with reasonable and affordable prices and provide the consumers with the good quality and convenient sensibilities as good as the old famous brands, which have become new high-class brands for the middle-income class. As the middle-come people get more income and are eager to live a better life, the Masstige Brands rise fast. Therefore, the study is aimed at examining the consumer-related factors affecting the purchase of the Masstige Brands on the basis of the fashion brands. In other words, the factors affecting the formation of the positive purchasing intentions of consumers will be verified by examining the influence of such factors, as the consumer value, brand charisma, attitude and loyalty, the variables affecting the purchasing intentions of the Masstige Brands, which are found out through the proceeding researches. As the result of the verification on the assumption, it is found out that the consumer value has a positive influence on the brand charisma. Also, it is found out that the consumer value has a positive influence on the brand attitude. And, it is discovered that the brand charisma has a positive influence on the brand loyalty. It is shown that the brand attitude has a positive influence on the brand loyalty. Lastly, it is indicated that the brand loyalty has a positive influence on the purchasing intention of consumers.

• 한국의류산업학회지
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• 제10권2호
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• 한국생활과학회지
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• 제5권2호
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• pp.109-121
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• 1996

The purpose of this study are (1) to examine the reality of contacting with fashion catalogues, (2) to examine the consumer's attitude towards fashion catalogues, (3) to examine the correlation between consumer's attitude towards fathion catalogue by sex and age. It was found that, concerning frequency of contacting with fashion catalogues, women contact with them more frequently than men, and lower ages than higher ages. Also, it was shown that, both man and woman with merchandise catalogues, lower ages with merchant catalogues, and higher ages with mail order catalogues. With regard to methods of contacting with catalogue, it was found that men come to contact mainly through mail, women through the displayed goods in the sales shops, lower ages through the displayed goods in the sales shops and higher ages through mail. Concerning the consumer's attitude towards fashion catalogues, meaningful difference was shown in interesting level, attention level, information offering level and information utilizing level by sex. By age, meaningful difference was shown in interesting level, attention level, information offering level, information reliability level, information utilizing level and purchasing satisfying level. Regarding correlation between consumer's attitude towards fashion catalogues by sex, meaningful correlation was shown between all consumer's attitude. By age, meaningful correlation was not found, between 36 to 45 years old, between information reliability level and interesting level, and attention level, and information offering level, and information utilizing level but meaningful correlation was shown between consumer's other attitude.

• 복식문화연구
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• 제24권1호
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• pp.93-106
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• 2016

Study objectives are: 1) to investigate the difference in consumer perceptions of the model's image and physical attractiveness according to advertising model types; 2) to explore the effect of the difference between the model's image and the consumer's self image, the difference between the model's image and the brand's image, and the physical attractiveness of the model on attitude toward the advertising model; and 3) to explore the effect of attitude toward the advertising model on attitude toward the advertisement. A total of 306 female consumers over the age of 45 participated in experiments with advertisement stimuli for a senior apparel brand. Results showed a significant difference in the model's images and physical attractiveness according to each model type. The consumer's attitude toward the advertising model was determined by physical attractiveness of the model, not by the difference between model's image and the consumers' self-image, nor by the difference between the model's image and brand image. Attitude toward advertisements was determined by attitude toward the advertising model. The findings imply that advertising models of a senior apparel brand can be selected based on the physical attractiveness of the model. Consumers do not consider whether the model's image fits well with their self-images or the brand's image when building an attitude toward the advertising model, and this precedes the consumer's attitude toward the advertisement. These results can be used as guidelines to select appropriate models for advertisements of senior apparel brands.

• 한국정보시스템학회지:정보시스템연구
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• 제26권3호
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• pp.119-147
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• 2017

Purpose In an online e-commerce environment without face-to-face contact between the seller and the buyer, the attitudes of consumers differ greatly depending on which framing strategy is applied, even in cases when the benefits of the deals represent the same value. The purpose of this study is to explore the effects of price-framing and message-framing strategies on consumer attitudes through an experimental analysis in the context of online travel product purchasing. This study suggests a research model based on prospect theory and prior literature on price-framing and message-framing strategies. Design/methodology/approach The experiment was structured as a 2 (discount price presentation: 'Won' vs. '%') ${\times}$ 2 (discount level: low vs. high) ${\times}$ 2 (time-limit message: none vs. one) mixed design. The research hypotheses were tested in a study of 200 undergraduate and graduate students assigned randomly and distributed evenly to each of the eight cells. Findings The findings indicate that consumer attitudes become more favorable when the '%' discount, higher discount rate, and time-limit message are presented. However, no significant interaction effect is found between the discount price presentation and the discount level/time-limit message. This study has a theoretical implication in that it extends the scope of research by examining the influence of framing strategies on experience goods such as online travel products. Moreover, this study can provide managers with more specific guidelines when establishing framing strategies in the context of purchasing online travel products.

• 한국의류학회지
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• 제38권2호
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• pp.251-265
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• 2014

China is the biggest market for the Korean fashion industry. However, China is still difficult in regards to market entry and market success in China despite the geographical proximity. This study investigated the image of Korea and its impact on brand identity, brand attitude and intention to purchase with a focus on Chinese consumers in order to identify the variables of a country's image that affect a consumer's intention to purchase. The results of this survey targeted 214 Chinese consumers who were used for the final analysis. The survey subjects were female consumers in their 20s and 30s, living in metropolitan cities in China. Exploratory factor, reliability and frequency analyses were conducted using SPSS 19.0; in addition, confirmatory factor and path analyses were administered with AMOS 18.0. We identified two general images of Korea (economy and culture), two images of Korean (stylish and friendly) and three Korean fashion-product related images (quality, design and prestige). The results of the structural equation model were as follows. 1) Economy factor exerted significant effect on quality and prestige. 2) Stylish factor exerted a significant effect on all of the Korean fashion product images (quality, design and prestige). Friendly factor exerted positive impact on prestige. 3) All of the Korean fashion product images significantly influenced brand identity. 4) Brand identity exerted a significant effect on brand attitude. Lastly, brand attitude significantly affected intention to purchase.

• 한국의류학회지
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• 제44권1호
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• pp.33-52
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• 2020

Some consumers question the safety of imported fashion products. We examine the effects of the use of an ecolabel, product category, and country of origin on consumer responses such as perceived physical risk, attitude towards a product, subjective norm, and intention to purchase imported fashion products. A sample of 508 adults in their 30s to 40s participated in online survey experiments. The survey experiments used 2 (the use of the ecolabel vs no label) × 4 (country of origin: China, Dominican Republic, Norway, and the United States) between-subjects and 4 (product category: men/women's wear, children's wear, underwear, and accessories) within-sub-jects factorial design. A total of 32 product-catalog images (stimuli) and eight versions of the questionnaire were developed. The use of the ecolabel is identified as having a significantly lower perceived physical risk than the no-label. The consumers' perceived physical risk also differs depending on product category and country of origin. Consumers perceive a higher physical risk about children's wear and underwear than other product categories as well as fashion products sourced from developing countries than from developed countries. The reduction of physical risk is found to facilitate consumers' purchase decision-making process.

• 한국경제지리학회지
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• 제15권2호
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• pp.228-239
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• 2012

꽌시는 개인을 중심으로 형성된 혈연, 학연, 지연 등을 토대로 일종의 공동체를 형성하여 개인의 이윤 보장 및 획득의 수단으로 활용하며, 더 나아가 공동체 구성원 간 상호 호혜적 관계를 기반으로 한 상호 책무적 관계인 일종의 '사회 경제 질서 양식'(mode of socio-economic order)을 형성한다. 실질적으로 꽌시에 대한 이해는 소비자의 소비 성향을 분석하기 위한 행위, 기업 간 거래, 기업과 정부 간 연계를 이해하는 핵심 요소이기 때문에 중국에서 효과적인 기업 활동을 위해서는 꽌시에 대한 이해와 수용의 태도가 절대적으로 필요하다. 이와 같은 맥락에서 본 연구는 중국 특유의 비공식적 사적 관계인 꽌시가 대 중국 한국 투자기업의 사업 행위에 끼치는 영향을 검증하기 위하여 대중국 한국 투자기업이 형성하고 있는 꽌시 기반의 네트워크를 분석하였다.

• 동아시아식생활학회지
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• 제20권3호
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• pp.481-490
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• 2010

The shock of melamine-contained food has been known with the incident of hospitalization or death of infants at the age of 11-month old in China. The purpose of this study was to examine consumers' risk perception, attitude and purchase behavior of melamine-contained food which recently came to the fore as a social issue, focusing on the relationship between consumers' attitude and purchase behavior based on physical risk, social risk, psychological risk, financial risk, consumers' attitude and purchase behavior. Study findings are as follows. First, the four factors of risk perception of melamine-contained food were significantly different by consumers. Consumers regarded social risk as most significant and it was followed by financial risk and psychological risk. And they regarded physical risk as most insignificant. Second, as for the difference of risk perception by demographic features, such factors as gender, age, marital status and schooling had no statistically significant influence. Third, the potential risk of melamine-contained food had a negative influence upon consumers' attitude and purchase behavior. In addition, consumers' attitude and purchase behavior were decided by perceived risks. This finding implies that consumers' attitude can accompany with negative or positive behavior and consumers' behavior can be related to social, financial and physical risks. Because the risk perception of melamine-contained food can cause consumers' distrust about all kinds of food in general, domestic manufacturers of milk product-contained confectionery and food can be harmed. In order to overcome this problem and make consumers purchase all the milk products and milk-contained food without fear, governmental agencies must reestablish systems with which the safety of imported raw materials and its processing can be insured and manufactures must improve the quality of products in a diverse and discriminative manner. This study seems to be meaningful in that it examined consumers' risk perception of melamine-contained food, a current social issue, and then looked into the influence of risk perception upon consumers" attitude and behavior, thus presenting the strategy of reestablishing the system of relationship between consumers and business entities in a desirable manner.