• Journal of the Korea Society of Computer and Information
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• v.25 no.7
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• pp.203-211
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• 2020

This purpose of this study is to verity the impact of new logistics factors on the Intention of use and consumer happiness, the mediating effect of perceived benefits, and provide suggestions on how to improve the level of new distribution. Based on the previous theories of online experience, off-line experience, logistics experience, perceived benefits, Intention of use and consumer happiness, the study puts forward 6 key research hypotheses. Reliability and validity tests were carried out by using data collected on new logistics factors on the Intention of use and consumer happiness. The hypotheses are verified through structural equation modelling. The study on the impact of new logistics factors on the Intention of use and consumer happiness and the mediating effect of perceived benefits, indicates that online experience, off-line experience, logistics experience have positive effects on perceived benefits, the perceived benefits has positive effects on Intention of use and consumer happiness, and the Intention of use has positive effects on consumer happiness. Moreover, perceived benefits as the mediating variable have effects on the relationship between online experience, off-line experience, logistics experience and the Intention of use and consumer happiness. The study extended the existing previous studies to provide theoretical and practical implications by verifying the relationship between new logistics factors and the Intention of use and consumer happiness.

• Science of Emotion and Sensibility
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• v.20 no.3
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• pp.71-88
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• 2017

This paper compared self-validation and regulatory focus between consumers who felt happy vs. sad prior to decision and explored the effects of self-validation on regulatory focus and information distortion. The results of empirical analysis are as follows. First, consumers who felt happy beforehand revealed larger self-validation and stronger promotion focus than those who felt sad in advance. Second, compared to sadness, just-felt happiness was found to have partially positive impact on promotion focus by means of self-validation and exercise entirely positive impact on information distortion through mediation of self-validation. This study has made theoretic contributions by identifying the differences in the extent of self-validation and promotion focus between happiness and sadness as ambient emotion felt prior to the impending decision making as well as by investigating the effects of self-validation upon information distortion.

• Journal of Distribution Science
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• v.10 no.4
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• pp.29-36
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• 2012

Research on subjective well-being (SWB) has flourished in recent years. As SWB determines cognitive and motivational processes, including social comparison and cognitive dissonance, it determines how consumers make decisions, including the comparison and evaluation of alternatives. Considering that the comparison and evaluation of alternatives is related to social comparison and cognitive dissonance, the influence of SWB on the comparison and evaluation of alternatives needs to be investigated. This research aims to examine the effect of SWB on the comparison and evaluation of alternatives, especially when people acquire additional information about their chosen or non-chosen alternatives, leading to a change of absolute/relative value of alternatives. The reasonable price of an alternative as evaluated by individuals is used as a measure reflecting the perceived value of an alternative. Putting all of this together, the current study intended to investigate the influence of absolute and relative value on the reasonable price of an alternative depending on SWB. Participants were randomly assigned to one of two experiment groups (deterioration of non-chosen alternative vs. improvement of non-chosen alternative). After reading consumer report ratings of alternatives shown on monitor screens, participants chose one of the alternatives, followed by the change of the consumer report ratings (deterioration of non-chosen alternative vs. improvement of non-chosen alternative). Participants evaluated the reasonable price of their chosen alternative based on the provided price of the non-chosen alternative. Two weeks after the experiment, they were asked to answer survey questionnaire on SWB measures. A regression was performed on the reasonable price with experiment groups, mean-centered SWB, and their interaction. There was a significant simple effect of groups and SWB. More importantly, these effects were qualified by the predicted interaction of groups and SWB. To interpret this interaction further, simple slope tests were performed on the price when SWB was centered at one standard deviation above (i.e., happy people) and below (i.e., unhappy people) the mean. As predicted, happy people rated the reasonable price of the chosen alternative higher in the improvement of non-chosen alternative group than in the deterioration of non-chosen alternative group. Conversely, unhappy people showed no price difference between groups. These results show that happy people pay attention to the absolute value of the alternative, whereas unhappy people give more weight to the relative value as well as to the absolute value of a chosen alternative, indicating that unhappy people are more sensitive to the negative information of a non-chosen alternative compared to happy people. The present research expanded the existing research stream on SWB by showing the influence of SWB on the consumers' evaluation of alternatives. Furthermore, this study adds to previous research on SWB and social comparison by suggesting that unhappy people tend to be more sensitive to negative social comparison information of alternatives even when a target of social comparison is not explicitly present. Moreover, these results yield some managerial implications on how to provide product information based on SWB in order to make products more attractive among the alternatives available to consumers.

• Proceedings of the Safety Management and Science Conference
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• 2009.04a
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• pp.105-108
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• 2009

기존의 연구논문들에서는 1975년부터 1992년 사이의 OECD 국가들에서 집권정부별 국민들이 느끼는 행복감을 알아보기 위한 분석들이 주로 이루어졌다. 이러한 행복감을 알아보는 데에는 특히 인플레이션율과 실업률이 주요 변수로 활용되고 있다. 각국별로 살펴볼 때, 진보정부의 경우에 있어서는 실업률에 더 주안점을 두는 반면에 보수정부는 인플레이션율에 더 민감하게 대처함을 알 수 있었다. 이러한 점들을 살펴보면, OECD 국가들에서 빈곤층은 진보정부를 선호하고 상대적으로 소득수준에서 상위계층은 보수정부를 선호할 것으로 추정된다. 이 논문에서는 한국의 경우 시계열 관계상 진 보정부와 보수정부로 나누지 않고 행복감에 대하여 소비자심리지수를 대용변수로 사 용하였을 경우 경기회복에 따른 산업생산 증가와 이를 위한 정부지출이 중요한 변수 임을 알 수 있었다.

• Journal of Families and Better Life
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• v.32 no.6
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• pp.139-154
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• 2014

This study aims to devise a tool which can identify the concept of 'consumption happiness' and to develop a standardized scale to measure consumption happiness. How can we measure consumption happiness? Based on it, the concept and perspective of consumption happiness was formed and then the scale for measuring it was developed. To develop the scale, questions were extracted through a literature survey, an FGI interview was conducted and validity was verified through experts' opinions. Then the scale was developed by conducting a questionnaire survey for consumers. For the analysis of the research, SPSS 20. 0 for Windows and AMOS 17.0 were used and 500 consumers responded to an online survey. In order to examine the general characteristics of the investigation object, the technical statistics of frequency, percentage, average and standard deviation were performed. To develop the research, test-retest correlation, item-to-total correlation, Cronbach's ${\alpha}$ reliability, exploratory factor analysis and confirmatory factor analysis were conducted. The final 20-item consumption happiness scale, which consisted of four factors, was constructed in the end.

• Journal of Digital Convergence
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• v.18 no.5
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• pp.205-220
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• 2020

This study investigated whether there was a difference in off-line consumption behavior on and off-line. Online surveys were conducted on 218 people aged 20 to 59 who live in the country actively using Instagram, and the results of analysis through technical statistical analysis, logistic regression analysis, and linear regression analysis are as follows. There are some differences in the consumption items and expenditures of showing consumption behavior on Instagram and showing consumption in real space. In addition, there were different factors influencing the behavior of showing off in Instagram and the factors affecting the showing of consumption in real space. Age, education, and narcissism have an effect on show off behavior in Instagram, whereas age, materialism, and narcissism have been identified as factors influencing in real space. Whether on Instagram or in the real space, the positive emotions felt by consumers after showing off consumption had a statistically significant effect on consumer happiness. This study has significance in that it has empirically verified the difference between Instagram and actual consumption behaviors, and sought the direction of healthy consumption behaviors for consumer happiness.

• Proceedings of the Safety Management and Science Conference
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• 2009.04a
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• pp.477-487
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• 2009

현대 거시경제변수 요인들 가운데 사회복지(행복)와 관련된 연구들은 주로 인플레이션과 실업 변수들을 통하여 이루어지고 있다. 이 논문은 두 가지 방향에서 시사점을 갖고 있다. 첫 번째는 실업과 인플레이션 변수가 사회복지에 매우 밀접한 관련성이 있다는 것이다. 그리고 두 번째는 실업이 인플레이션과 상충관계를 갖는다는 점을 명백히 보여주고 있다는 것이다.

• The monthly packaging world
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• s.32
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• pp.116-119
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• 1995

• (The) Korean Journal of Advertising
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• v.28 no.2
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• pp.7-25
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• 2017

The previous studies regarding prosocial behavior have been researched based on donors' personal traits and the effects of donees emotions. However, studies in identifying the effects of regulatory focus as motivational traits and the emotions resulting from donees' expression on prosocial behaviors have not been researched as much thoroughly. Specifically, consumers with prevention-focus perceive fit as the goal attainability process by avoiding negative factors. Thus, it is expected that the intentions of doing a charitable deed greater will more increase when the donees look sad than when they look happy. On the other hand, consumers with promotion-focus perceive fit as the consequential benefits of goal attainability when they are in the condition of a positive emotion. As a result, the intention of doing a charitable deed is expected to be increased greater when the donees have happier faces than sad faces. According to the experimental results, consumers with prevention focus more intended to do a charitable deed when the donees' expression was presented with a sad expression by mediating sadness. On the contrary, consumers with promotion focus show higher intention of doing a charitable deed when the donees looked happier by mediating happy feelings. This study has a theoretical meaningfulness in respect to expanding previous research concerning regulatory focus into donation contexts. Furthermore, this study has practical implications by presenting the donation strategies on information presentations of donees.

• KOREAN POULTRY JOURNAL
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• v.54 no.8
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• pp.112-115
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• 2022

나눔축산운동본부가 설립된 지 올해로 10년이 되었다. 농업인, 소비자 및 축산인의 행복한 미래를 구현하기 위해 탄생한 나눔축산운동본부 실무를 책임지고 있는 안승일 사무총장을 만나 나눔축산운동본부의 역할과 미래 사업구상을 들어보았다.