• Journal of the Korean Society of Clothing and Textiles
• /
• v.33 no.12
• /
• pp.1956-1964
• /
• 2009

Understanding ethical fashion consumers in Korea is essential for the expansion of the ethical fashion market. This study analyzed ethical consumers in Korea in an examination of the factors that influence ethical purchase behavior and attitudes. The differences between ethical fashion consumers and non-ethical fashion consumers were investigated using eight variables (perceived consumer effectiveness (PCE), self-direction, benevolence, universalism, social responsibility, perceived behavioral control, face saving, and group conformity). Data were collected by means of a questionnaire through both on-line and off-line surveys from April 20 to June 7, 2009. Only the respondents knowledgeable of ethical products or ethical consumption were asked to complete the questionnaire. A total of 494 samples were used for analyses. Using independent samples t-test, the differences in each variable between two groups were examined. There were significant differences between ethical fashion consumers and non-ethical fashion consumers in attitudes toward ethical consumption behavior, behavioral intention, PCE, self-direction, universalism, social responsibility, and face saving variables. The factors influencing attitude and behavior intention were investigated by step-wise regression analyses. For ethical fashion consumers, the attitudes to ethical consumption behavior were largely influenced by PCE and benevolence. Social responsibility was the most predictable variable in guiding behavioral intention. Behavioral intention was also influenced by benevolence and attitude. Group conformity was found to be negatively correlated with behavioral intention. The findings of this study provide significant guidance for marketers of ethical fashion products. This study is the start of ethical fashion consumer research in Korea and can develop into variable subfields in the future.

• Journal of Digital Convergence
• /
• v.18 no.10
• /
• pp.459-467
• /
• 2020

The number of SNS false and exaggerative advertising has been consistently increasing nowadays. Among others, millennials who use SNS most frequently and enjoy e-commerce have become victims of false and exaggerative advertising. Thus, this study is designed to examine millennial consumers' attitude toward SNS false and exaggerative advertising through in-depth interview. Study findings suggest that millennials have very negative attitude toward SNS false and exaggerative advertising regardless of if they are victims or not. In particular, millennials who are victims of SNS false and exaggerative advertising have negative attitude toward SNS companies as well as advertised brands on SNS. Millennial consumers think that SNS companies need to come up with guidelines to regulate SNS false and exaggerative advertising, and government also needs to apply proper measures. Since SNS false and exaggerative advertising may have negative impacts on millennials' purchase intentions as well as brand loyalty, companies need to consider millennial consumers' characteristics when it comes to launching SNS advertising targeting millennials. This finding provides practical implications for marketers.

• Asia Marketing Journal
• /
• v.10 no.4
• /
• pp.35-64
• /
• 2009

In an effort to increase our understanding of green buying behavior, the present study proposes and tests a comprehensive model of how values influence attitudes toward the environment and preferences for green products in a cross-cultural setting. Data were collected from a survey with consumers in two cultures, diametrically different on values salient to environmental consumerism, the U.S. and Korea. As a result of model testing both at the national and multi-group levels, a refined, final model is presented. While the core human values were found to relate to environmental attitudes and green buying behavior, the patterns of the relationships among the variables emerged to differ between the two cultures, highlighting the importance of cross-cultural investigations in this area. Results suggest that biospheric values significantly influence environmental attitudes and green consumption in both countries. However, the effects of egoism were significant among American respondents whereas altruism appeared to have a significant influence on attitude and behavior in the Korean sample. Findings of this study should aid international marketers in their understanding of what drives consumers' green buying behavior in different cultural settings.

• Asia Marketing Journal
• /
• v.12 no.1
• /
• pp.51-79
• /
• 2010

This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer's attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers' need satisfaction and star traits as major causal factors that influence consumer's attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the influence of these factors on the consumer's attachment to star brand and how consumer's evaluation of product brand sponsored by star is moderated by the fitness level of between the image of star brand and the image of sponsored product brand. To collect the data, survey was taken in a University located in Incheon. Collected data are analysed using SPSS 15.0 and AMOS 7.0. The results show that when the star brand is perceived as more trustworthy and likeable, and satisfies autonomy need and relatedness need, the consumer is more likely to become strongly attached to him or her. The hypothesis that consumer's attachment to star brand will have the positive influence on the evaluation of product brand sponsored by star is supported. And hypothesis that consumer's attitude to a sponsored product brand is moderated by the fitness level of between the image of star brand and the image of sponsored product brand is also supported. The empirical results imply that star brand to which consumers are attached may have the significant positive impact on the consumers' evaluation process of endorsed product brand and purchase behavior, and that marketers should consider need dimensions which target consumers want to satisfy and the fitness level of between the image of star brand being considered as endorser and the image of product brand.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.7 no.4
• /
• pp.55-64
• /
• 2012

This study was carried out to analyze factors influencing Korean consumers' attitude and buying behavior on the green products. The research model was constructed that values and personality variables affect on attitudes and the attitudes affect on buying behavior. Variables in the model were selected altruism and collectivism values, dominance and tolerance as personality. The results show that altruism, collectivism and tolerance have significant positive influence on the attitudes, but dominance has not. Attitudes on the green products connect to buying them positively. When consumers buy green products, a high price factor and distrust about the benefits of green products were investigated the largest concerns. We emphasize it is important based on the results of this study that green marketing should focus on social values, find consumer benefits and use trusty ways to communicate with consumers. Also, we need leadership and self-respect based on altruism and collectivism for the sustain ability of our society.

• Proceedings of the Korea Society of Costume Conference
• /
• 2004.05a
• /
• pp.45-45
• /
• 2004

본 연구의 목적은 인터넷 의류 쇼핑몰 상품환경이 소비자의 감정반응에 미치는 영향 및 소비자의 감정반응이 인터넷 의류 쇼핑몰에 대한 소비자 태도에 미치는 영향을 구조방정식 모형을 통하여 규명함으로써 인터넷 쇼핑몰 기업의 의류상품 환경 구성에 유용한 정보를 제공하는데 있다. (중략)

• Proceedings of the Korean Society for Emotion and Sensibility Conference
• /
• 2000.11a
• /
• pp.52-61
• /
• 2000

본 연구의 궁극적인 목표는 효과적인 감성광고의 제작을 위하여 소비자의 감정에 관한 생리적 반응분석 결과를 광고제작자에게 제시할 수 있는 소비자 위주의 감성적 광고를 개발하는 것이다. 이번 연구는 기초 단계로서 감성과 관련한 소비자의 태도와 반응을 인지학적 접근을 통해 분석하고 이 모형을 개발하기 위한 연구이다.

• The Journal of the Korea Contents Association
• /
• v.19 no.8
• /
• pp.58-68
• /
• 2019

Recently SNS product reviews are excessively increasing. However, many SNS reviews are under feeble regulation than how big and powerful that their awarenesses are. This problem leads to consumers' discontentment on product reviews on online. This study aims to analyze how SNS product reviews characteristics: informativeness, entertainment, reliability and familiarity attribute on consumers' purchase intent and brand attitude. However, at this time, consumers' high discontents (stored-knowledge) expect to have negative affect on product reviews thus I put this as a regulation effect. This study is consisted of 240 examinee who check SNS product reviews before buying products.

• Journal of Digital Convergence
• /
• v.17 no.7
• /
• pp.99-108
• /
• 2019

This study examined the relationships among perceived values(environmental value, functional value), perceived risk, subjective norm, pro-social behavior, product attitude, and usage intention related to car-sharing service. The study also explored the moderating role of possessive desire between the antecedent variables and consumer attitude. 238 survey responses of Chinese consumers were analyzed by structural equation modeling. It is indicated that environmental value, functional value, subjective norm, pro-social behavior had positive effects on attitude, thereby affecting the usage intention of this service. Possessive desire moderated the relationship between environmental value, subjective norm and attitude. These results are expected to provide various marketing strategies for sharing economy services.

• The Journal of the Korea Contents Association
• /
• v.22 no.10
• /
• pp.642-657
• /
• 2022

The fourth industrial revolution became a decisive opportunity to increase our dependence on non-face-to-face services. Therefore, this study tried to derive a new strategic plan for non-face-to-face marketing by discussing the short-form branded content currently in the spotlight among the digital native generation. In particular, focusing on the phenomenon of co-viewing, where short-form branded content is viewed and communicated on social media, how exposure type of branded content affect attitudes toward short-form branded content and the products it contains verified. In addition, this research presents the perceived sense of belonging as a mediating variable. It was confirmed through an experiment whether the sense of belonging perceived by consumers during the co-viewing process significantly mediated the relationship between the exposure types and consumer attitudes. As a result of the study, it was found that the exposure type significantly affected the attitude towards the contents and the products contained in them. Furthermore, the perceived sense of belonging was also significant as a mediating variable.