• The Journal of the Korea Contents Association
• /
• v.18 no.7
• /
• pp.362-374
• /
• 2018

The purpose of this study is to examine the effect of product quality and value of perfume on purchase intention, and, as an antecedent, an empirical analysis was conducted regarding the effect of image characteristics of a perfume on the quality and value of perfume perceived by consumers, in order to study consumer behaviors towards perfume as a product and find issues related to development and sales of perfumes. The result shows that refreshingness and modernity influence perceived quality and value of perfume, while stimulation and romantic quality did not have an effect. Also, the perceived quality and value had an effect on purchase intention, with the former being more influential than the latter. This study is meaningful in two aspects: First, it is an empirical study of consumers' quality perception based on image characteristics. Second, it verified through empirical analysis that perceived quality is more influential than perceived value on perfume purchase intention of consumers. These findings suggest that consumers today, unlike consumers in the past who purchased perfume based on the brand, focus on quality when choosing a perfume. This study can help perfume companies realize the importance of having consumers perceive good quality of the product rather than relying on brand power.

• Journal of the Korea Convergence Society
• /
• v.10 no.11
• /
• pp.283-288
• /
• 2019

This study investigated how consumer's uncertainty avoidance affect purchase deferral intention when purchasing high-involved products (i.e. laptops) in online shopping, and we looked at whether utilitarian/hedonic consumption value has a moderating effect in this relationship. Results showed the higher the uncertainty avoidance, the higher the deferral intention. Also, only the utilitarian consumption value had moderating effect in this relationship. This means that in an information overload situation like online shopping, consumers are more likely to delay their purchase intention when they have more uncertainty avoidance. Thus, to prevent this purchase delay, marketers should selectively present relative product information, strategically emphasize the importance of certain product attribution to reduce consumers' uncertainty of the product or highlight the utilitarian values of product attributes that are expected to have a significant impact on decision making.

• 한국HCI학회:학술대회논문집
• /
• 2006.02b
• /
• pp.179-184
• /
• 2006

"사용자 중심의 디자인(User-Centered Design)" 은 좋은 사용성을 가진 제품을 만들기 위한 사용되는 보편적인 접근방법중의 하나이다. 그러나 투자대비 최대의 가치 창조라는 경제성 원리와 개발 기간의 제약을 고려하면 개발 중 사용성 평가를 통해 발견된 문제들을 모두 제품에 반영하는 것은 거의 불가능 하다고 볼 수 있다. 그러므로 발견된 문제들에 대한 우선 순위를 정의한 후 가장 중요한 문제점에 대해 먼저 개선하는 전략이 필요하다. 기존의 사용성 문제에 대한 우선 순위는 주로 문제 자체의 심각도를 고려하여 결정되었다. 그러나 사용자가 인식하는 사용성(Perceived Usability)를 높이기 위해서는 사용자가 중요하게 생각하는 효용을 우선적으로 제품에 반영하는 것이 필수적이다. 본 연구에서는 카노의 사용자 만족 모델을 활용한 사용자 효용과 사용성 문제들의 잠재가치를 고려한 사용성 문제 분류를 기구 사용성 평가 가이드라인의 제작에 적용하였다. 제안된 분류에 의해 디자인 가이드라인을 1) 반드시 만족 시켜야하는 제품 사용성 기준, 2) 경쟁사 대비 우위를 유지하기 위한 비교평가 기준으로 나누어 정의함으로써 단일 제품의 절대적 평가가 아닌 경쟁사 제품과의 비교 평가를 통한 개선 방향의 제시에 Kano 모델을 기반으로 정의된 사용성 문제들의 효용가치분류가 효과적이라는 것을 본 연구를 통해 보이고자 한다.

• Proceedings of the Korean Society of Computer Information Conference
• /
• 2014.07a
• /
• pp.447-450
• /
• 2014

넷북은 크기, 무게, 가격의 이점으로 한 때 시장에서 강력한 하이테크 기기로 인정받은 적이 있다. 그렇지만 제품 자체가 가지는 한계점을 극복하지 못하고 시장에서 도태되고 있다. 본 연구는 넷북 사용자들을 대상으로 사용의도에 부정적으로 영향을 미치는 요인들을 파악하여 제품의 시장실패 요인을 찾고자 하였다. 실증연구결과, 사용자들의 입장에서 일반적으로 부정적 요인으로 간주된 사용 비용, 사용 노력, 관련 기기 부족은 제품의 가치를 부정적으로 지각하는데 유의한 영향을 미치지 않았다. 다만, 소유자들이 제품에 대해 갖고 있는 불신은 제품의 부정적 가치를 지각하는데 유의하게 영향을 미쳤고, 제품의 부정적 지각은 사용의도에 부정적으로 영향을 미치는 것으로 나타났다. 넷북과 같은 하이테크 제품의 공급자는 소비자와 신뢰형성이 시장에서의 성과에 중요한 영향을 미치고 있음을 알 수 있으므로, 경영전략의 수립 및 실행에 이를 적극적으로 반영할 필요가 있다.

• Proceedings of the Costume Culture Conference
• /
• 2003.04a
• /
• pp.101-102
• /
• 2003

최근 소비자들은 쾌적한 삶의 추구와 가족 중심적 사고로 여가와 레저를 중시하고 물리적 가치보다 정보가치와 시간가치를 더욱 중요시하여 쇼핑에서도 편익성을 추구하는 경향이다. 이와 함께 국내의 소비생활 양식이 서구형으로 변화하고, 교육기회의 증가, 신용사회의 정착, 정보화 사회의 출현 등 홈쇼핑 시장의 성숙조건이 갖추어져 있어 홈쇼핑에 대한 수요는 더욱 증가할 것으로 기대된다. 이에 본 연구는 홈쇼핑으로 의류제품을 구매하는 소비자의 특성을 파악하여 홈쇼핑 활성화에 다소 도움을 주기 위하여 실시되었다. (중략)

• Archives of design research
• /
• v.19 no.5 s.67
• /
• pp.255-268
• /
• 2006

This study raised a question about 'how user's psychological value consciousness influences design evaluation and evaluated 14 product samples. Three main categories were chosen to be analyzed; product evaluation by step, value consciousness toward products, and creation of shape image and design evaluation. In order to obtain results, four research hypotheses were established a and case study was conducted as part of 'conclusive research' for verification. 120 university students in their 20s majoring in product design were chosen as testees in a bid to increase the accuracy of data. With data collected, the whole flow was analyzed by simple tabulation and further analysis was carried out in three evaluation items. An analysis method was mainly quantitative, focusing on multivariate analysis like factor analysis, cluster analysis, etc. The empirical analysis of this study was verified at P<.05 significance level and SPSSWIN 12.0 program was used for statistic process. As a result, four conclusions were gained regarding 'user's value consciousness toward products and pattern of design evaluation'.

• Design Convergence Study
• /
• v.14 no.5
• /
• pp.47-56
• /
• 2015

People often use haptic experience as a basis for their preference decisions and value judgments, assuming that haptic experience with a product results from the properties of the products. However, research has suggested that unplanned haptic experience, which does not arise from the properties of the product itself, can also influence people's preference and value evaluation (Ackerman, Nocera, & Bargh, 2010). In this study, in order to verify (1) if such unplanned or accidental haptic experience changes user's cognitive tendency and (2) if accidental haptic experience leads to misattribution of the cause of haptic experience, two hypotheses were suggested and empirically investigated. Participants of the experiment were exposed to certain products on a display of a tablet PC and asked to decide on the maximum price they were willing to pay for each product. The products displayed on the screen were made up of either soft material or hard material. Results of the experiment revealed that accidental haptic experience had an effect on participants' value evaluation of products via altering their cognitive inclinations. Possible applicability of accidental haptic experiences that occur in various situations were discussed.

• Journal of Digital Convergence
• /
• v.19 no.1
• /
• pp.187-198
• /
• 2021

This study aims to understand the current status of the use of IoT-based products and services from the perspective of consumers and analyze the role and consumption value of each service-generated from the products and services. Their features and generated consumption value have been identified The decision-making process was divided into based on three stages (pre-purchase, purchase, and post-purchase) stages, and IoT services were classified in stages. In the pre-purchase stage, the IoT service provides information and alternatives, and is used for interaction and automatic payment systems in the purchasing stage. In the post-purchase stage, repetitive purchases are encouraged and after-sale services are provided. Throughout the decision-making process, smart retai application and servicel provides epistemic and functional value. In addition, it provides conditional and social value in the pre-purchase stage, and conditional value in the post-purchase stage. This study aims to provideprovides marketers and retailers an insight advice for the enhanced satisfaction of consumersimproving the satisfaction of consumers and the development of smart retail by examining the consumer-centered consumption value.

• Journal of Digital Convergence
• /
• v.13 no.2
• /
• pp.51-60
• /
• 2015

Recently the sales of PB products attribute shows a steady growth day by day. The consumers buy them due to low prices, however, lately they buy the high premium PB products. And thus the large distributors made a rapid growth of sales. The aim of this study is to analyze what the PB products attributes may affect the consumers' purchase behavior. First, the attribute factors of the PB products: store image, knowledge and information, quality perception, economic value etc. have effects on the consumer attitude after usage experience with PB products. Second, the consumer attitude after usage experience with PB products can have an effect on the purchase behavior. As a result of this study, the various attributes of PB products such as store image, knowledge and information, quality perception, economic value appeared to be positive effect. At the same time the attitude after buying the PB products showed positive effects on the purchase behavior.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.11 no.5
• /
• pp.117-128
• /
• 2016

In order to extend FOO, this research has the object to demonstrate existing the difference of transferred essence and value between the types of factories(Original factory vs Extended factory). A safety product should save consumers from possible harm or risk, but it sometimes gives directly some damage to consumers. For example, like the issue of a germicide problem in 2016, a germicide killed consumers because of harmful chemistry even it should kept their health. This situation refer to 'Safety product betrayal', we expected that safety product betrayal presence/absence conditions moderate the relationship between types of factories, transferred essence and value. We selected a car air-bag as a safety product for study and implemented one study with total 213 participants. As a result, the participants evaluated the value of an air-bag manufactured throughout an original factory higher than the value of an air-bag manufactured throughout an extended factory. Futhermore, they evaluated the transferred brand essence of an original factory's air-bag higher than an extended factory's. However, in the safety product betrayal presence condition, the difference of value and transferred essence between an original factory and an extend factory was disappeared. Indeed, once consumers experienced or saw safety product betrayal, they avoided to buy or use safety products. Therefore, consumers evaluated the value and transferred essence of betrayed safety products is low without the types of manufacturing factories. From the past to now, there was no paper about the relationship between the types of manufacturing factories(Orignal factory vs Extended factory) and safety product betrayal in Korea. Therefore, this research on FOO and safety product betrayal can give new theoretical and operational contribution. In the conclusion, we discussed the contribution of the study results and proposed the limitation and future study.