• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2015.10a
• /
• pp.740-742
• /
• 2015

The purpose of this study is to investigate the perception of IT convergenced high tech product. A remakable progress and needs of consumer were a variable and complex. These innovative progressive product in IT convergence area has increased a need. We investigated the relationship between IT convergence high tech product and resistibility. We provide that a successful investigation of consumer behaviour research in IT convergence technology.

• Journal of Venture Innovation
• /
• v.7 no.2
• /
• pp.57-76
• /
• 2024

A virtual influencer is a digital artifact that primarily operates on social media and acts like the human influencer. This study investigate how the attractiveness and reputation of virtual influencers affect consumers' purchase intentions. Based on previous studies, we developed a research model and questionnaire, and analyzed a total of 371 survey questionnaires using a structural equation model. The study results show that reputation positively affect attachment, imitation desire, and interaction, while attractiveness positively influence attachment and imitation desire but not interaction. Lastly, purchase intention was positively influenced by imitation desire, attachment, and interaction; which indicates that attractiveness, reputation, and interactivity are crucial factors in virtual influencer implementation strategies. The quality and reliability of contents provided by virtual influencers are essential not only for gaining popularity but also for maintaining a good reputation. Additionally, continuous interaction is necessary in order to foster close relationships with consumers. A few practical insights are presented for firms considering to implement a virtual influencer.

• Management & Information Systems Review
• /
• v.37 no.2
• /
• pp.283-297
• /
• 2018

This research focuses on the perceived marketplace influence(PMI: A belief that recognizes the effect that an individual's actions will have on the behavior of other consumers in the market and thus drives them to act on fair trade consumption) of consumers who may act as a more fundamental explanatory alternative to the gap in attitudes and behaviors of fair trade products. The purpose of this study is to investigate the relationship between consumer's self - determination psychological needs (autonomy, competence, relevance), influence (personal influence, market influence), and the assets of fair trade products. As a result of the empirical analysis, it was found that among the major psychological needs related to self-determination, the variables other than competence and the perceived influence relations of consumers can be directly formed, and the perceived consumer effectiveness(PCE) has a positive influence on perceived marketplace influence(PMI). It is also found that the perceived influence of consumers(PCE, PMI) has an influence on the consumers' perceived equity of Fair Trade products. The results of this study will provide an opportunity to theoretically explain the gap between consumers' attitudes and behaviors of Fair Trade products, which is a part of ethical consumption, and provide important implications for the establishment of marketing strategies.

• Asia Marketing Journal
• /
• v.12 no.1
• /
• pp.31-50
• /
• 2010

People have competing desires. Hence, people not only chase others' choices due to the need for assimilation but also avoid others' choices due to the need for differentiation. This study attempts to uncover under which conditions consumers assimilate with or differentiate from others' choices. Specifically, the study extends previous research about the effect of others' choices by focusing on the effect of a choice situation (purchase vs. usage) based on the conformity theory and the uniqueness theory. It was found that purchase (vs. usage) situation makes people more conform to others in case of identity-irrelevant product (e.g., USB memory stick). Also, the effect of the choice situation was moderated by the perceived identity-relevance level in case of identity-relevant product (e.g., jeans).

• Korea Petroleum Association Journal
• /
• no.12 s.82
• /
• pp.92-95
• /
• 1987

주유소는 석유산업과 소비자가 직접 접하는 곳이다. 오늘날 판매 경쟁의 격화, 소비자의 욕구 변화등 어려운 현실을 주유소는 어떻게 극복할 수 있을까. 출광흥산의 사례를 소개한다. <편집자 주>

• Life and Agrochemicals
• /
• s.257
• /
• pp.18-21
• /
• 2010

농업의 환경은 급변하고 있다. 공업변화에 비해 느린 듯 보인다. 그러나 한 알의 씨앗이 자라는 시간은 플라스틱 세숫대야에 비교 될 수는 없다. 농업의 현실은 소비자들의 욕구를 즉시 충족해 줄만큼의 탄력성을 지니지 못하고 있다. 10년 앞을 내다보는 혜안이 필요하다. 소비자들의 지혜도 필요하다.

• 베이커리
• /
• no.2 s.307
• /
• pp.20-20
• /
• 1994

• 인삼약초
• /
• v.1 no.4
• /
• pp.74-77
• /
• 2004

• KOREAN POULTRY JOURNAL
• /
• v.14 s.155
• /
• pp.38.2-39
• /
• 1982

• 한국인삼전략화협의회:학술대회논문집
• /
• v.2001 no.12
• /
• pp.34-52
• /
• 2001