• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.3
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• pp.433-445
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• 2015

This study examines factors that influence consumer behavior regarding the usage intentions and repurchasing behavior of counterfeits. Based on the Theory of Planned Behavior by Ajzen (1991), this study looks at the impact of attitude, subjective norm, perceived behavioral control, as well as the moral norm of consumers about intentions to use and repurchase counterfeits. An online survey was conducted on males and females over the age of 20 with previous experiences of purchasing counterfeits; subsequently, 209 responses were collected and analyzed. The covariance structure model was used to analyze the data in order to measure the factors that influence the usage of counterfeits and repurchasing behavior. The results show that attitude, subjective norm, and perceived behavioral control have significantly positive effects on usage intentions, while moral norm has a significantly negative effect on usage intentions. Usage intentions also have a significantly positive effect on repurchasing behavior and confirmed that usage intentions functions as the mediator. The variables that influence usage intentions are attitude, perceived behavioral control, moral norm, and subjective norm, in descending order. Consumer attitudes towards counterfeits is a major factor that influences usage intentions. Therefore, ethical problems should be emphasized to encourage a negative attitude towards counterfeits. This study identifies an important aspect to show that usage intentions toward counterfeits, and not purchasing intentions, influences repurchasing behavior. Findings are significant in that they reveal the role of the moral norm variable added to the TPB model.

• Journal of Digital Convergence
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• v.14 no.3
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• pp.345-359
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• 2016

This study aims at providing information on golf industry by survey about effects on purchase decision factors of golf goods and strategies on brand attitude and purchase behavior. As a result of this study, there are sixth reasonable factors of effects as follows. First, age, education and average golf score were meaningful factors on purchase decision. Second, sex and age were significant factors on brand attitude. Third, age was the only meaningful factor on purchase behavior. Fourth, purchase decision factors of golf goods showed significant (+) effects on brand attitude. Fifth, purchase decision factors of golf goods showed significant (+) effect on purchase behavior. Sixth, brand attitude showed significant (+) effect on purchase behavior.

• Culinary science and hospitality research
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• v.17 no.5
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• pp.92-107
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• 2011

The purpose of this study was to understand the effect of the characteristics of coupons purchased through a social shopping site upon customer satisfaction and future behavior intention. Based on total 332 samples who had bought franchise restaurant coupons and used them before, this study reviewed reliability and fitness of the research model and verified total 4 hypotheses with AMOS and SPSS program. The hypothesized relationships among the models were tested simultaneously by using a structure equation model(SEM). The proposed model provided an adequate fit to the data, ${\chi}^2$=309.795(df=103, p<.001), CMIN/DF=3.008, RMR=.103, GFI=.912, NFI=.927, CFI=.950, RMSEA=.074. The result showed that the coupon proneness(${\beta}$=.645) and price sensitivity(${\beta}$=-.315) had a significant influence on restaurant satisfaction(p<.001) and only coupon proneness(${\beta}$=1.040) had a significant influence on coupon satisfaction(p<.001). Also, restaurant satisfaction had a positive significant influence on restaurant customers' revisit intention(${\beta}$=.603, p<.001) and coupon users' repurchase intention(${\beta}$=.335, p<.001). Furthermore, coupon satisfaction had a positive significant influence on coupon repurchase intention(${\beta}$=.353, p<.001) but had a negative significant influence on restaurant revisit intention(${\beta}$=-.263, p<.001). Limitations and future research directions were also discussed.

• Management & Information Systems Review
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• v.29 no.4
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• pp.67-88
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• 2010

The primary purpose of this study is to examine the effects of information satisfaction on customer trust and future behavior intention in open markets. Based on relevant literature reviews, this study posits three information satisfaction characteristics, that is, seller information satisfaction, product information satisfaction, and transaction procedure information satisfaction as key determinants of customer trust and future behavior intention. And then we structured a research model and hypotheses about relationship between these variables. A total 253 usable survey responses of open market users have been employed in the analysis. The major findings from the data analyses are as follows. Firstly, all three kinds of seller information satisfaction, product information satisfaction, and transaction procedure information satisfaction have a positive influence upon customer trust. Secondly, customer trust have very significantly related to repurchase intention in open markets.

• The Journal of the Korea Contents Association
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• v.11 no.11
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• pp.472-481
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• 2011

The study aims to figure relationships between screen golfers' lifestyle, choice attribute, customer satisfaction, and repurchasing behavior. Study respondents were users of 10 screen golf stores located in Busan and Gyeonnam from March 1, 2010 to April 30, 2010. A total of 290 effective samples were selected based on convenient sampling method and direct visits to stores. SPSS 12.0 was used to conduct factor, reliability, frequent and regression analyses, and the study reached the following conclusions. First, it has been found that screen golfers' lifestyle has a significant effect on choice attribute. Second, it has turn out that screen golfers' choice attribute has a significant effect on customer satisfaction. Third, it has been found that screen golfers' choice attribute has a significant effect on repurchasing behavior.

• Journal of Navigation and Port Research
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• v.37 no.3
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• pp.299-307
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• 2013

The purpose of this study were to analyze the effects of a marine leisure exhibition event(MLEE)'s service quality dissatisfaction levels on complaining behaviors and repurchase intentions and thus to provide fundamental marketing information for the event to be more successful. In order to accomplish such study purposes, this study employed a survey method with a total of 350 visitors to a MLEE hosted by G Province in 2012. The data collected were analyzed using multiple regression analysis and following findings were derived from current study. First, levels of service quality dissatisfaction were ranged from 3.29 point to 3.85 point at 7 point Likert scale. Second, both environment and exhibition facility had a positive effect on visitors' complaining behaviors, and both employee and environment factors had a positive effect on non complaining behavior. Third, only exhibition facility had a negative effect on repurchase behaviors including revisit intention and recommendation intention. Finally, complaining behavior had a negative effect on recommendation intention as well as revisit intention. Such findings provide important marketing information for induce more visitors to a MLEE, which are an index for the event's performance.

• Proceedings of the Korea Contents Association Conference
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• 2015.05a
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• pp.245-246
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• 2015

공항면세점 이용객은 항공기 탑승시간으로 인한 제한된 시간으로 인하여 이용객이 느끼는 시간압박과 추가 구매를 유도할 수 있는 충동구매 성향과 이에 따른 영향을 분석하기 위하여 인천국제공항 면세점에서 면세품을 구입한 후 항공기 탑승을 위해 대기중인 이용객 211명을 대상으로 설문조사를 실시하고 이를 분석하였다. 분석결과 충동구매 성향이 낮은 경우 시간압박은 충동구매 행동 및 재구매 의도에 정(+)의 영향을 미치고, 충동구매 성향과 관계없이 만족도는 재 구매 의도에 정(+)의 영향을 미치는 것으로 분석되었다. 본 연구는 시간압박 및 충동구매 성향을 고려한 면세점 운영전략 수립에 반영할 수 있을 것이다.

• Journal of the East Asian Society of Dietary Life
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• v.21 no.6
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• pp.934-947
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• 2011

The purpose of this study is to analyze products for good taste and convenience, which become an engine to constantly create customers. In addition, this study is aimed at investigating the relationship between the selective attributes of Home Meal Replacement, the perceived utilitarian value, and the repurchase intention, and drawing new suggestions on the Home Meal Replacement market from a new marketing perspective. Based on a total of 215 samples, this study reviewed the reliability and fitness of the research model and verified a total of 5 hypothesized using the Amos program. The result of study modeling was GFI=0.905, AGFI=0.849, NFI=0.889, CFI=0.945, and RMR=0.0.092 at the level of $x^2$=230.22 (df=126, p<0.001). First, the food quality (${\beta}$=0.221), convenience (${\beta}$=0.334), packing (${\beta}$=0.278), and employee service (${\beta}$=0.204) of home meal replacement consideration attributes had a positive (+) influence on perceived utilitarian value. Second, perceived utilitarian value (${\beta}$=0.584) had a positive (+) influence on repurchase intention. The factors to differentiate one company from other competitors in terms of the utilitarian value are the quality of food, convenience, wrapping, and services by employees. This study has illustrated the need to focus on the development of a premium menu to compete with other companies and to continue to research and develop nutritious foods that are easy to cook. Moreover, the key factors to have a distinct and constant competitive edge over other companies are the alleviation of consumer anxiety over wrapping container materials, the development of more designs, and the accumulation of service know-how. Therefore, it is necessary for a company to strongly develop the key factors based on its resources as a core capability.

• Culinary science and hospitality research
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• v.20 no.4
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• pp.193-209
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• 2014

The purpose of this study is to figure out the effects of consumers' recognition and shopping motives for local food on purchase behaviors. To achieve this, a survey was carried out to 350 consumers who have experienced in purchasing local food in Wanju from May 21 to May 30, 2014. The results were as follows. First, the effects of consumers' recognition for local food on purchase behaviors showed that cognitive, regional, sanitary and public perspectives had a positive effect on repurchase intention(p<.05). Cognitive and sanitary perspectives had a positive effect on recommendation intention(p<.01). And cognitive, ecological, regional, sanitary and public perspectives had a positive effect on preference(p<.05). Second, the effects of consumers' shopping motives for local food on purchase behaviors showed that while convenient and economic motives had a positive effect on repurchase intention(p<.001), a hedonic motive had a negative effect on repurchase intention(p<.001). While convenient and economic motives had a positive effect on recommendation intention(p<.01), a hedonic motive had a negative effect on recommendation intention(p<.001). And convenient and economic motives had a positive effect on preference(p<.001). In other words, consumers' recognition and shopping motives for local food had positive negative effects on purchase behaviors. As stated above, cognitive, regional, sanitary and public perspectives they are usually hearing had a positive effect on the consumption of local food.

• 한국벤처창업학회:학술대회논문집
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• 2023.04a
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• pp.7-10
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• 2023

IT기술의 발전과 스마트기기의 대중화로 인한 정보통신기술의 눈부신 발전으로 온라인 플랫폼을 통한 식품구매 비중이 급격히 증가하여 온·오프라인의 경계를 없어지고 있다. 더군다나 COVID-19 팬데믹은 반조리식품, 밀키트 등 홈쿡(Home-cook) 온라인시장을 급격히 확산시키며 소비자 구매추세를 오프라인에서 온라인으로 완전히 바꿔놓는 전환점이 되었다. 이런 트랜드를 반영하듯 다양한 온라인 식자재 이커머스 플랫폼의 출현하면서 브랜드마다 각각의 차별점을 내세우고 있으나 경쟁은 치열해지고 차별화는 더욱 어려운 게 현실이다. 이는 기업이 소비자에게 일방향으로 정보 또는 상품 및 서비스를 제공 하는 수직적 관계가 아닌, 수평적 쌍방향 관계로의 발전으로 이어져 브랜드가 가지고 있는 가치에 대해 보다 정직하게 보여주어야 소비자의 신뢰를 얻을 수 있게 되었다(Kotler, 2017). 또한, 과거에 소비자들의 만족도가 높았던 서비스도 현재 환경에서는 소비자의 니즈를 충족시키지 못하는 경우가 증가하고 있다(조윤오, 2018). 이는 서비스에 대한 소비자의 기대와 니즈가 지속적으로 변화하고 있다는 것을 의미하며, 이에 따라 기업은 소비자들의 새로운 요구를 만족시키기 위하여 다양한 서비스를 개발 및 제공하는 것이 중요하다고 사료된다(김광재 등, 2011). 이미 높은 인지도를 가진 플랫폼일지라도 지속가능한 우위를 선점하기 어려운 상황에서 온라인 플랫폼에 대한 소비자의 긍정적인 태도와 재구매를 유도하기 위해 제품 본질 뿐 아니라 서비스 차별화를 꾀하고 있고 차별화된 포지션을 차지하기 위해 온라인 플랫폼에 대한 소비자 인식과 서비스 품질 요인을 측정하여 고객이 중시하는 요인에 집중하는 것이 필요하다. 이에 본 연구는 온라인 플랫폼을 통해 식자재를 구매하는 소비자의 꾸준한 방문과 구매를 유인하기 위해 어떤 변수의 영향력을 높여야 소비자 재구매의도를 증가시킬 수 있는지 방법을 모색하고 온라인 플랫폼 기업 및 스타트업의 경영전략 마련에 목적이 있다. 이를 위해 식자재 구매 플랫폼 품질속성, 서비스품질 정도,, 충성도의 전반적인 영향관계를 파악하는 연구 과제를 설정하고, 식자재 이커머스 온라인 플랫폼 이용 전반에 대한 평가를 실시할 예정이다. 이러한 과정을 통해 도출된 결과는 식자재 이커머스 플랫폼 운영 전략을 세우는데 유용한 자료가 될 것이라 기대하며, 기존의 온라인 식품구매 플랫폼의 서비스품질 요인과 소비자 행동 간의 관계를 설명하는 것과는 다른 새로운 시사점을 제공할 수 있다는 측면에서 의미 있는 연구가 될 것이다. 또한, 다양한 산업에서의 플랫폼 비지니스 모델 적용을 위한 전략 수립을 하는 데에 필요한 기초자료를 마련하고자 한다.