• Journal of Digital Convergence
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• v.11 no.12
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• pp.387-392
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• 2013

The purpose of this study investigate the main factors of the diffusion of digital contents and consumer's participation behavior, consumption culture and examine the experiential perspective to consumer's information selection behavior. In digital network, the social presence, challenge, self-presentation, arousal and emotional feeling were significant variables to flow experience. Experiential perspectives focused on the search of identity and self-determination were main basic perspective to explain the diffusion of digital contents, consumer participation. This research result applied to media and device strategy to up-coming digital convergence and adapted to product planning and development, user friendly navigation and emotional human-centered service module.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.162-180
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• 2019

This study examined the effects of value-in-behavior toward pro-social consumption behavior on consumers' pro-social practices and the moderating effects of consumer's social capital based on trust and reciprocity that enhances collective actions to seek socially common values. The result showed that the value-in-behavior toward pro-social consumption was positive in general, and altruistic value was the highest, followed by emotional value, social value, and functional value. The pro-social behaviors of age groups were significantly different. In all pro-social behaviors, the older group was more active, except for the rejection of the unfair business. The result also showed that the functional value and emotional value have significant effects on consumer's pro-social practices. The interaction effects between trust and emotional value and between reciprocity and functional value were significant. Based on these results, the theoretical and practical implications for facilitating the transition to the direction of consumer's role in making positive social impacts.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.356-365
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• 2013

As a form of reciprocity or exchange, gift giving is one of the processes that integrate a society. There has been a long history of research on gift giving behavior in the communication area. Recently with the advent of digital environment, digital contents gift giving behavior became a prevalent social custom. But there has been little research of an individual consumer's consumption behavior of digital contents gift giving. Drawing on the innovation theory, technology acceptance model, and gift giving literature, the author take a quantitative approach to the effect of innovation attributes on mobile coupon gift giving behavior. The result showed that innovation attribute did positive influence to mobile coupon gift giving behavior. Furthermore, consumer innovation attribute moderate in the relationship between product innovation and mobile gift giving attitude.

• International Commerce and Information Review
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• v.16 no.3
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• pp.331-355
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• 2014

With the rapid growth of Chinese economy, environmental issues also became a serious problem that public and private sector have to take under consideration. For the sustainable growth of Chinese economy scholars and policy makers agree to the stronger regulation for protection of natural environment, but at the same time worry about its negative effect on economic growth. This paper primarily focus on the relationship between the factors that have the effect on green product purchasing intention and purchasing behavior. Purchasing intention was considered as mediating variable in our model and state-action orientation - as moderating variable. We set 8 hypotheses and tested with structural equation modeling. The result shows that governmental regulation and subsidy, social environment related with green product purchase, and consumer perception on the benefit of green product have positive relationship with purchasing intention, but environmental concern does not show relationship with it. We also proved that state-action orientation has moderating effect between purchasing intention and purchasing behavior. Purchasing intention with action orientation show positive and statistically significant effect on purchasing behavior. This result supports the hypothesis that the attitude of customers has the effect on ones purchasing behavior.

• Journal of Korean Home Economics Education Association
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• v.31 no.4
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• pp.115-128
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• 2019

The purpose of this study was to examine the influence of self-esteem and consumer socialization agents on rational consumption patterns of middle school students. Using a convenient sampling method, the data were collected from middle schools in Seoul, Gyeonggi, Chungcheong, Jeonnam, and Gwangju and a total of 412 copies were analyzed. The descriptive statistics, Chronbach's α, t-test, and stepwise regression analysis were performed using the SPSS and the results were as follows. First, rational consumption behavior was 3.18 and self-esteem was 3.54 on a 5-Likert scale. As for consumer socialization agents, parents was the highest at 3.13, followed by school 2.83, mass media 2.78 and peers 2.73. Second, the average comparison of rational consumption behavior and consumer socialization agents by gender showed that there was no gender difference in rational consumption behavior, but in the case of consumer socialization, girls were higher than boys. Third, examining the influence of self-esteem and consumer socialization agents on rational consumption behavior, it was found that the amount of money, mass media, and peers showed an negative effects on rational consumption behavior, while self-esteem and parents showed positive effects on rational consumption behavior. In this regard, middle school students need to have more self-esteem and guide their peers so that their influence can be positive in the home economics class in order to become consumers with rational consumption behavior.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.624-628
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• 2008

The purpose of this study is to investigate the "map of mind" or subjectivity regarding consumption behaviors of consumers in the digital environment. This study investigated the values and psychological and behavioral characteristics that motivate consumption for each types of consumers in digital environment. 76 Statements were selected from literature review and popular press articles that introduced consumption related phenomena. A total of 33 participants included experts on digital consumption and lay person, The results indicated that there are 6 groups representing Korean consumption patterns in digital environment: Digital Modernist, Digital Boomer, Digital Chic, Digital Ludens, Digital Conservative, and Digital Renaissance. This research is meaningful in that it provides a framework to view the diverse consumption behaviors in a more holistic rather than independent perspective, considering psychological aspects such as personal values and lifestyles.

• Management & Information Systems Review
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• v.32 no.2
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• pp.107-135
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• 2013

Today, the consumer complaining behavior is recognized as a valuable source of marketing information in the company. Therefore, studies on the factors that lead to consumer complaints have been done. In the previous research on consumer complaining behavior, the factors influencing the complaining behavior was focused on the personal characteristics, but factors under company control was rarely identified. We try to identify factors under company's control that have a effect on the likelihood of success of complaining and complaining perceived costs. These factors are tendency to compensate emotionally, tendency to compensate materially, accessibility to complain, empowerment to manage complaint. Through empirical analysis, we proposed company's strategies to encourage consumer's complaint and gave theoretical and managerial implications.

• Journal of the Korean Home Economics Association
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• v.32 no.3
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• pp.45-62
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• 1994

지금까지 일반적으로 재화의 소비자 수요에 관한 연구가 써비스의 소비자 수요에 관한 연구보다 강조되어 온 경향이 있으나 급증하는 써비의 분야의 중요성에 비추어 볼 때, 가계의 가계생산 시간절약에 기여할수 있는 써비스 지출에 영향을 미치는 소득, 가계의 경제적.사회적 구조 그리고 여성의 노동시장 참여증가의 효과를 연구하는 것은 매우 필요한 일이라 생각된다. 본연구의 결과는 가계 및 개인을 포함하는 소비자 행동의 이해증진을 통해서 성공적인 마아케팅 전략의 개발을 도모하는 관련 써비스 업계와 소비자 행동과 가계의 소비행태에 관심이 있는 소비자 및 가계 경제학자들에게 유용한 정보를 제공할 것이다. 아울러, 본연구는 수용 함수 및 탄력성의 측정을 통해서 각 써비스의 특성을 규명하는데 유용한 정보를 제공함으로 써비스 관련 공공정책의 수립에 도움을 줄수 있을것이다.

• Proceedings of the Korea Society of Costume Conference
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• 2004.05a
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• pp.44-44
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• 2004

본 연구는 세계적 패션명품인 버버리 소비자의 심리적 특성과 소비행동의 특성을 파악할 목적으로 시도되었으며, 연구의 초점은 구매자의 인구 통계적 특성과 문화가치 및 이 문화가치에 영향을 받은 소비자의 심리적 특성이 버버리 패션명품구입과 어떠한 관계가 있는지를 분석하고자 한 것이다. (중략)

• Proceedings of the Korea Society of Costume Conference
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• 2004.05a
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• pp.61-61
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• 2004

현대 사회에 들어와서는 소비자의 성향이나 소비패턴의 다양화로 인하여 소비자 행동을 예측할 수 있는 보다 중요한 변수가 무엇인가에 대한 연구가 필요하여 알아보고자 한다. 특히 자녀를 둔 주부들의 경우 자녀의 의복 소비성향에서 다양한 성향들을 나타내는데, 이는 사회구조나 가족구조의 변화에 따라 소득의 향상, 주부의 사회진출이나 낮은 출산율 등의 영향으로 유아복에 대한 소비자들의 관심이 커지고 있기 때문이다. (중략)