• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.47-67
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• 2021

The purpose of this study is to identify antecedent factors influencing the two-sided consumption intention tendencies observed in MZ generation from the viewpoint of consumption value in the cosmetic consumption scene of fashion houses. In order to verify the research model and hypotheses proposed in this study at the level of statistical significance. a survey was conducted for MZ generation, and data collected from a total of 286 samples were analyzed through a structural equation model. As a result. emotional and social consumption value was identified as a variable that had a great influence on the consumption intention of MZ generation. First, self-esteem had an effect on the emotion consumption value at the statistical significance level. Second, materialism had a significant influence on emotional and social consumption values. Third, public self-consciousness was found to have an effect on social consumption value. That is, MZ generation pursues the beauty trend presented by the fashion house's beauty brand and perceives it as a high consumption value. In addition, it was confirmed that MZ generation exhibited a conspicuous consumption tendency that they could be socially differentiated by using fashion house cosmetics.

• International Area Studies Review
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• v.12 no.3
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• pp.367-390
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• 2008

The Chinese cellular phone markets growth has the character which is two-sided gives the chance and threat in Korean mobile communication industry. This also demands the localization of the international marketing strategies which establishes in grasp of consumer consuming propensity and purchase intention. It is the goal that provides a strategic current point to the Korean enterprise which enter to China. To observe a test of hypothesis results concretely from empirical analysis with after words is same. The hypothesis 1, 'corporate image really will plus affect(+) in purchase intention' the hypothesis was adopted. The hypothesis 2, 'brand image really will plus affect(+) in purchase intention' also the hypothesis was adopted. The hypothesis 3, 'product attributes really will plus affect(+) in purchase intention' also the hypothesis was adopted. The other research hypothesis which sex and age were rejected, school was adopted partially, others was adopted. When about the consumer who is used from empirical analysis measurement items in the center application presents the strategies which is possible in fact.

• Information Systems Review
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• v.19 no.3
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• pp.47-67
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• 2017

The sharing economy has emerged as a new form of consumption pattern along with the advancement of information technology and the changes in the consumers' desires for economic spending. In a C2C-sharing economy platform, the user side and supplier side share the same assets, thereby making both sides of the market closely related. However, an information asymmetry exists within the platform that makes the players from one side reluctant to participate. This information asymmetry warrants a strategic approach for solving the fundamental "chicken and egg" problem for platform development. Motivated by this phenomenon, this study aims to analyze how the participation intentions from both sides of the platform are influenced by certain anteceding factors, such as trust, perceived risk, and perceived economic profit. Our findings show that the anteceding factors affect the participation intentions in different paths for both sides of the platform. As a managerial implication, these findings highlight the necessity of employing different approaches for each side of market development.

• Culinary science and hospitality research
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• v.14 no.2
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• pp.205-214
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• 2008

The purpose of this study was to measure the moderating effect of belief homogeneity on the relation-ships among attitudinal ambivalence, behavior intention and consumption behavior. The questionnaire, which consisted of items to measure the constructs of belief homogeneity, attitudinal ambivalence, behavior intention and consumption behavior, were completed by 338 subjects in Jeonnam area. Moderated regression analysis was used to measure the moderating effect of belief homogeneity. To test validity and reliability of constructs, factor analysis and Cronbach's $\alpha$ were used in this study. Results of the study demonstrated that the moderated regression analysis result for the data also indicated a better model fit in Model 2 than Model 1. In the Model 1, the main effects of behavior intention and attitudinal ambivalence on consumption behavior were statistically significant. In the Model 2, the main effects of behavior intention, belief homogeneity and attitudinal ambivalence on consumption behavior were statistically significant. The interactional effects of belief homogeneity$\times$attitudinal ambivalence on consumption behavior were statistically significant. Moreover, the effects of attitudinal ambivalence on consumption behavior were statistically significant at all levels of belief homogeneity, except for when homogeneity was high.