• Title/Summary/Keyword: 소비자 태도

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Relationship between beauty SNS marketing, brand image, and Chinese female consumers' brand attitude (뷰티 SNS 마케팅과 브랜드 이미지 및 중국 여성 소비자의 브랜드 태도 간의 관계)

  • WEILIRU;Yun Young Na
    • Smart Media Journal
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    • v.12 no.11
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    • pp.165-174
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    • 2023
  • This study sought to identify the causal relationship between variables through empirical analysis between Chinese female consumers' beauty SNS marketing, brand image, and brand attitude. Through the results of this study, it was confirmed that a causal relationship exists between each variable. In particular, it was confirmed that interactivity, a sub-factor of beauty SNS marketing, is a key factor influencing the variables of brand image and brand attitude. In addition, accessibility, a sub-factor of beauty SNS marketing, is also an important factor affecting brand image and brand attitude. It was confirmed that vitality and informativeness are important factors influencing brand image and brand attitude in that order.

TV 홈쇼핑을 통한 의류제품 구매시 소비자 관여에 따른 태도와 구매행동

  • 박미라;박재옥
    • Proceedings of the Costume Culture Conference
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    • 2003.04a
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    • pp.74-75
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    • 2003
  • 최근 케이블 TV의 보급, 인터넷의 보편화, 위성방송 등을 통한 DM(Direct Marketing)이 확대되면서 유통업계에서 무점포유통에 대한 시장가능성은 더욱 증대되고 있다. 이렇듯 무점포 유통 중 TV 홈쇼핑 시장은 점점 확대해가고 있으며, TV 홈쇼핑에 대한 소비자들의 의식도 많이 변해 가고 있다. 특히, 소비자 특성 중 소비자 관여도는 정보탐색이나 구매행동에 영향을 주는 요인으로 소비자 행동 연구에 중요한 위치를 차지하고 있다. 따라서 이러한 소비자의 관여도가 TV 홈쇼핑에서도 중요한 영향을 미칠 것으로 보인다. (중략)

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A Study on the Determinants of the Perceived Value and Preference toward the Private Brand of the Discount Store (할인점 PB제품에 대한 소비자의 지각적 가치와 선호도의 선행요인에 관한 연구)

  • Kim, Chong-Eui;Han, Dong-Yeo;Kim, So-Ree
    • Proceedings of the Korean DIstribution Association Conference
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    • 2006.05a
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    • pp.35-56
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    • 2006
  • The objective of this research is to identify the factors affecting the quality perception of consumer about the private brand and to investigate how the monetary utility of the private brand affects the consumer's preference. The main finding can be summarized in three points. The consumer's usage experience with PB have a positive but store image has no significant effect on the quality perception of PB. The perceived quality and monetary utility of PB has a significant effect on the quality perception while the perceived quality has stronger effect. The competitiveness of the national brand in the same store, post-usage attitude, the perceived quality, and perceived value have significant effect on the preference toward PB but monetary utility does not. The perceived effect has the strongest effect. This result suggests that even the value-seeking consumers prefer PB only when the perceived quality exceeds a certain limits. This study provides the strategic implications for retail managers and theoretical implication for the researcher studying PB.

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Development and Effect of Consumer Education Program for the Middle School Creative Extra Curricular Activities (중학교 창의적 재량활동 시간을 활용한 소비자교육 프로그램 개발 및 효과)

  • Kim, Jeong-Hee;Kim, Hyang-Ran
    • Journal of Korean Home Economics Education Association
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    • v.18 no.4 s.42
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    • pp.103-126
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    • 2006
  • This study was to develope and applicate the consumer education program with appropriate level for middle school students so that they could take systematic consumer education by using creative-discretionary activity. The procedure of this study was researching and analyzing the degree of learner's need and choosing the contents of education involved with the characteristics of adolescent consumers. This education program was performed at creative-discretionary activity class with the 3th grade of middle school. To evaluate the effect of education program, we compared with the difference of student's knowledge and attitude before and after this program was performed. Although there was no significant difference, student's knowledge and attitude was improved much better. And there marked a high satisfaction rate of 3.87 about the overall method of consumer education.

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The Effects of Firms' Engagement in Fair Trade Practice on Consumers' Purchase Intention : An Experimental Study on Koreans' Attitude toward Foreign Coffee Brands (기업의 공정무역행위가 소비자들의 제품 구매의도에 미치는 영향 - 한국 소비자들의 커피 브랜드 태도에 관한 실험을 중심으로 -)

  • Kim, Min-Hee;Kim, Min-Ho;Oh, Han-Mo
    • Korea Trade Review
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    • v.41 no.5
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    • pp.1-14
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    • 2016
  • Consumers have been increasing their interests in firms' ethicality as well as in the features of the firms' products when they decide to purchase a certain product. Recently, fair trade is considered to be a type of ethical marketing in the business-to-consumer market. In this regard, the effects of fair trade-based marketing on firm performance have become the center of academic and managerial concerns. Despite this importance, few studies have investigated whether fair-trade is a source of competitive advantage or just a cost of doing business. The present research attempts to provide evidence of how fair trade-based marketing influences competitive advantage. Two experimental studies were conducted to explore consumers' purchase intention, which can be a proxy of competitive advantage, in a foreign product-consumption context. Drawing on the stakeholder theory, the first study was performed to examine the effects of fair trade marketing on consumers' purchase intention through a within-subjects design. In addition, building on the signal theory, the second study was executed to test the effects of a fair trade mark on consumers' purchase intention. The findings of the current research reveal that consumers prefer fair trade-based products to others and that when it comes to fair trade-certified products, consumers are more likely to purchase products with that certification than otherwise, even when those products are sold at higher costs than rival products. Interestingly, the results of this research present that there is a significant difference of consumers' purchase intention of a fair trade-based product between two different marketers. This implies that fair trade-based products should be differentially distributed and targeted at a certain type of consumers.

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A Comparative Study on the influences of COO image and Brand Association Knowledge to customer's buying intention between Korea and China - Focused on the moderating effect of Consumers' ethnocentrism - (한.중 소비자의 브랜드 원산지이미지와 브랜드 연상지식이 구매의도에 미치는 영향관계에 관한 비교연구 - 소비자 자민족중심주의성향 정도에 따른 상호조절효과 중심으로 -)

  • Park, Sung-Young;Na, Woon-Bong
    • CRM연구
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    • v.3 no.2
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    • pp.69-88
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    • 2010
  • This comparative study conducted to examine the differences between Korean and Chinese consumers. The specific goals of the study were as follows; First, It was to investigate the influences of COO(Country of Origin) image on the customer…s buying intention through the brand association knowledge. It is also aimed at analyzing the moderating effects of consumer's ethnocentrism on the influence of brand association knowledge on the buying intention. To test the hypotheses, 117 questionnaires were collected from university students in Korea and 119 questionnaires did from China and put to the test with SPSS 17.0 and AMOS 7.0. The results indicated the followings: For consumers in both countries, the COO image had not influences on the buying intention. For Korean consumers the COO image had positive impacts on the brand association knowledge, which in turn had positive impacts on the buying intention. For Chinese consumer, COO image did not have influences on the brand association knowledge, but the brand association knowledge had positive impact on the buying intention. In addition, the consumer's ethnocentrism had moderating effects on the influences of the brand association knowledge on the buying intention.

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Effects of Cognitive Focus and Affective Focus on Attitude and Buying Intention in DMB Cellular Phone Purchasing (인지초점과 감정초점이 DMB 휴대폰에 대한 태도와 구매의도에 미치는 영향)

  • Sohn, Jun-Sang
    • Journal of the Korea Society of Computer and Information
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    • v.14 no.9
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    • pp.195-204
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    • 2009
  • The present study investigated the effects of focus on consumers' attitudes and buying intentions. For these purposes, researcher compare the attitudes and buying intentions by focus groups after presenting cognitive and affective product informations about a cellular-phone. The results of present experiment were as follow: First, cognitive focus led to highest cognitive attitude and affective focus also led to highest affective attitude. Second, It was highest buying intention in an affective focus and lowest in a non-focus. Third, a cognitive focus resulted in more cognitive words being recalled, by comparison with an affective focus, whereas an affective focus resulted in more affective words being recalled, by comparison with a cognitive focus. But they were not significant. These results show that cognitive and affective focuses lead to different attitudes that differ in their basis. An attitude formed in an affective focus results in a stronger buying intention than an attitude formed in an cognitive focus. The present findings also suggest that the different focus conditions result in different attitudes and buying intentions being formed, and to be diluting but to more enduring effects.