• Korean Journal of Organic Agriculture
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• v.30 no.2
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• pp.255-277
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• 2022

This study investigated consumers' perception of fruits and vegetables grown in smart farms to stimulate the sale of agricultural products grown in smart farms. To this end, a survey was conducted on 1,050 consumers. The main results are as follows. First, 58.6% of respondents knew about smart farms, and they perceived fruits and vegetables grown in smart farms as more valuable than those grown in conventional facilities. In the detailed values, values of safety and environmental damage reduction were perceived to be of greatest value among five values. Second, as a result of investigating the importance of smart farm cultivation information in comparison with price, the most respondents emphasized both smart farm cultivation information and price information, and smart farm cultivation information was compared with price information. Cases were investigated to be more important with slight differences. Third, 41.4% of respondents had the price premium payment intention for fruit and vegetables grown in smart farms. Fourth, as a result of analyzing variables affecting the premium intention, the higher the health value among five values was recognized and the more important the smart farm cultivation information was, the higher the premium payment intention was.

• Asia-Pacific Journal of Business
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• v.12 no.3
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• pp.137-154
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• 2021

Purpose - The purpose of this study is to examine the mediating effect of shopping value in the relationship between information characteristics, Wanghong characteristics, and purchase intention in live commerce. Design/methodology/approach - The study conducted survey with self-reported questionnaire. The study sampled 212 Chinese consumers who have experienced live commerce led by Wanghong. Data were analyzed using SPSS 25.0 and AMOS 26.0. The multiple regression analyses with bootstrapping were conducted to test hypotheses. Findings - The results showed that utilitarian and hedonic values mediate the relationship between information characteristics such as interactivity, usefulness, and entertainment and consumers' purchase intention in live commerce. In addition, utilitarian and hedonic values mediate the relationship between Wanghong characteristics such as credibility, attractiveness, and familiarity and consumers' purchase intentions in live commerce. Research implications or Originality - This study broadens our knowledge in live commerce research by providing empirical evidence on the mediating effects of shopping value that further explain the relationship between information characteristics, Wanghong characteristics and consumers' purchase intention.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.45 no.3
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• pp.163-172
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• 2022

The development of ICT technology has created new channels for product sales and promotion, which not only make information accessible to customers as easy as possible, but also provide consumers with much more absolute and comparative information. Modern consumers are exposed so many shopping channels currently, especially mobile-based channels have grown significantly and have become the center of the market. It is true that mobile shopping has led the growth of overall online shopping with the recent development of mobile devices such as smartphones and related software. The importance of strengthening corporate competitiveness and mobile-based management strategies through on line channels continues to increase. At this point, this study attempted to investigate the influencing factors by focusing on the entire distribution channel and mobile shopping channels. As most of previous studies were focused on Internet shopping malls or specific channels, So the research on mobile channels can be judged to be timely and appropriate. Furthermore, it can be said that mobile shopping channels are now presenting empirical implications. In conclusion, it provides practical implications to examine the management strategy of mobile shopping channels from the perspective of consumer value.

• Human Ecology Research
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• v.60 no.4
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• pp.521-533
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• 2022

Using Bernd H. Schmitt's experiential modules, this study investigated the effect of shopping value on recognizing the importance of customer experience. A survey was conducted with 400 adults aged in their 20s to 50s. To analyze the data, factor analysis, a reliability test, cluster analysis, and ANOVA were conducted. The results were as follows. First, the shopping values exhibited by sportswear consumers were a utilitarian shopping value and a hedonic shopping value. Through these, consumers were classified into four groups: a shopping value-oriented group, a utilitarian shopping value group, a shopping value-unconcern group, and a hedonic shopping value group. Second, the customer experience consisted of five factors: sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Third, a significant difference was observed in customers' perceived experiences according to shopping value type. In the shopping value-oriented group, all customer experiences were generally considered important, followed by the hedonic shopping value group and the shopping value-unconcern group, with the utilitarian shopping value group least likely to perceive customer experiences as important. In addition, cognitive and emotional experiences were rated highest among the five experiences, indicating that these were the most important store experiences among the various customer experience components.

• Journal of Korea Society of Digital Industry and Information Management
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• v.19 no.3
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• pp.1-11
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• 2023

Unlike in the past, when the demand for web content was increasing and the use behavior of watching short videos was changed, unlike the past when only TV dramas and differentiation were mentioned, web dramas are more firmly established through various attempts. A typical form change is commerce of web dramas. Recently, more and more cases have been produced in the form of product sales by securing real-time functioned, which are disadvantages of commerce, through web dramas. In this trend, web dramas are also increasing interest in product sales. This can be said to be a form developed from the concept of a company's PPL, and the number of companies that use web dramas that predict continuous growth as strategic product promotion and marketing means is continuously increasing. Therefore, this study provides basic data on consumer behavior to collect product information and purchase products using web dramas to companies that are using or considering web dramas, and through this, companies design and establish marketing strategies using web dramas.

• Proceedings of the Korea Water Resources Association Conference
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• 2020.06a
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• pp.77-77
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• 2020

2019년 12월 발병한 코로나19(COVID-19)는 높은 전파력을 바탕으로 세계적으로 대유행하면서 사람들의 생명, 건강을 비롯하여 생산·소비활동까지 위협하고 있다. 코로나19는 치료제 개발 전까지 실물경제에 직접적으로 타격을 주면서 국내외 경제 전반에 악영향을 지속적으로 미칠 것으로 예상된다. 특히 외부활동 및 소비심리 위축으로 숙박, 음식, 관광, 문화, 여행 등의 대면서비스 업종의 심각한 매출 감소 및 고용악화가 발생하고 있으며, 이 외 대부분의 산업에서도 생산과 소비활동이 위축되고 있다. 이러한 소비·생산활동의 위축은 각 산업에 필요한 중간재 수요, 특히 필수재인 물이용에도 영향을 미치게 된다. 이에 본 연구에서는 코로나19 확산으로 소비가 감소할 경우 전산업과 물산업에 미치는 경제적 손실을 1년간의 모든 실물거래 관계를 행렬로 기록한 통계표인 산업연관표(input-output table)을 활용하여 분석해보았다. 이를 위해 전월대비 3월 소비자심리지수 하락 폭을 참고하여 소비 감소에 따른 시나리오 분석을 산업연관분석을 통해 실시하다. 분석결과, 5개월 동안 소비가 20% 감소하는 경우 전산업과 물산업에서 각각 48.3조원과 886억원의 생산감소가 발생하며, 부가가치는 각각 21.7조원과 451억원이 감소하는 것으로 분석되었다.

• Human Ecology Research
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• v.61 no.4
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• pp.599-613
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• 2023

This study investigated female consumers' attitudes toward the general and fashion-specific climate environments and analyzed the relations between the attitudes and the variables such as values, knowledge, and climate cognition. The data was collected from a sample of 450 women in their 20s, 30s, and 40s via quota sampling from a selfreported online survey in 2023. The measurement comprised the attitudes toward the general and fashion-specific climate environments, Rokeach's 18 terminal values, Holbrook's 8 consumer values regarding fashion products, climate environmental knowledge related to fashion, the cognition concerning the climate crisis, and several demographic variables. Descriptive statistics, factor analysis, reliability analysis, and correlations were applied to the data using SPSS. As a result, two factors were determined for the attitudes toward the general and fashion-specific climate environments, respectively: social and personal. Family security, happiness, and self-respect were identified as important terminal values. Quality, efficiency, aesthetics, and ethics were considered important when the current sample group purchased fashion products. The mean score of climate environmental knowledge related to fashion was lower than neutral; however the cognition of the climate crisis was considerably high. Attitudes toward the general and fashion-specific climate environments showed positive relations with values, knowledge, and climate cognition. The results were discussed to provide some insight and suggestions to carbon neutrality and the related studies.

• Korea Trade Review
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• v.46 no.6
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• pp.163-190
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• 2021

The paper studies the impulse buying behavior of Chinese consumers during the online shopping festivals of the specific situations and their influencing factors with empirical analysis. We carried out an empirical analysis on 302 Chinese consumers with shopping experience in the online shopping festival. The study result shows that (1) marketing stimulation, preferential promotion and features of consumers have a significant positive influence on the impulse buying behavior; while the freight reduction has no significant influence on impulse buying behavior; (2) the perceived value has a significant positive influence on the Chinese consumers to have impulse buying behavior; (3) perceived value works as an in the relationship between the marketing stimulation, preferential promotion and features of consumers and the impulse buying behavior, but it has no meditating role between the freight reduction and the impulse buying behavior.

• Korea Trade Review
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• v.45 no.2
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• pp.157-176
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• 2020

Mobile payment services are evolving into a variety of integrated platforms that greatly affect the lives of consumers. In addition, the importance of mobile payment services is being used as a means of payment in cross-border e-commerce. Accordingly, although a number of related studies have been conducted, most of the studies are based on the technology acceptance model. This study analyzes consumer acceptance intention of mobile payment services by applying consumption value theory. Four dimensions were derived from the theory of consumption value: functional value, emotional value, social value and situational value. With this, we identified the impact on consumer acceptance of mobile payment services. The analysis was performed using a structural equation model. Researchers collected 300 copies of the questionnaire from Chinese consumers and used it for analysis. Empirical analysis shows that functional value, emotional value, social value and situational value are all increasing consumers' willingness to accept mobile payment services. In addition, only social values were showing differences in their influence on the acceptance of mobile payment services with age. This study contributes to the development of the relevant field in that few studies describe mobile payment services by applying consumption value theory.

• Korean Journal of Organic Agriculture
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• v.31 no.4
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• pp.309-325
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• 2023

GMO labeling system in South Korea stipulates three labeling methods: GMO labeling, no labeling and Non-GMO labeling. Products labeled as Non-GMO are not allowed for unintentional commingling of GMO without tolerance. However, consumers vary their acceptance of Non-GMO label on the unintentionally commingled products and willingness to pay according to the mixing rate, rather than devalue the whole products as useless. Additionally, consumers do not believe that the acceptable mixing rate should be discriminated between non-labeled products, which allow up to 3% of unintentional GMO contamination, and Non-GMO labeled products. Information on unintentional GMO mixing mainly refers to the mixing rate, but the Non-GMO content remaining even after commingling is also important information. The decline in value is alleviated when consumers are exposed to positive information, such as Non-GMO content, rather than when exposed to negative information, such as the mixing rate. Loss Aversion Coefficient is relative depending on whether the information representing the loss is positive or negative. Information that a Non-GMO labeled product contains X% GMO is more sensitive than information that (100-X)% Non-GMO remains.