• CRM연구
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• v.3 no.2
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• pp.1-20
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• 2010

Due to the nature of teenage students' common tendency of being drawn to consumption conformity engendered by popular trends, and further expanding their unique collectivist culture, this study presumes that middle and high school female students as well have an influential factor that creates their distinctive trait. This study is intended to investigate the students' personal characteristics and effects of social reference groups, and further scrutinize how these influences transcends to deviant make-up behaviors. A total of 297 subjects, middle and high school female students, participated in a survey, using questionnaires focused primarily on the degrees of color makeup and the influences imposed by classmates. The findings of the study are as follows. First, regarding makeup behavior displayed by middle and high school female students, social self-esteem had positive influence on innovation and peer pressure. Second, perceived visibility conversely had negative impacts on innovation and peer pressure. This indicates that if perceived visibility is at a salient level, this already signifies lack of innovation. Third, makeup innovation and peer pressure demonstrated by middle and high school students all showed positive influence on their makeup behaviors. Additionally, peer pressure, in comparison to innovation, had greater influence on makeup behaviors, which indicates that peer pressure play a great role in makeup behavior of middle and high school students. Fourth, makeup behaviors showed strong impacts on makeup satisfaction and rendering deviant behaviors, which indicates that a new direction and perspective regarding middle and high school students' makeup behavior is critical.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.9_10 s.157
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• pp.1434-1444
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• 2006

The purpose of this study was to identify the influence of reference group on the adolescents' behavior of fashion brand conformity. As for the method of the research, questionnaires were given to 672 students of middle school and high school. The results of this study were as follows: First, the differences between disposition of general conformity and behavior of fashion brand conformity were found to be meaningful in the dimensions of reference groups and their influences. Second, the classification between stage of brand consideration and stage of brand choice was found to be significant in the two-stage model of brand choice. Finally, the subjective individualism and the behavior of brand conformity were significantly correlated and the mass media stars & the identificational influence were the most powerful factors to explain the behavior of fashion brand conformity for the adolescents.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.6
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• pp.107-119
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• 2015

Recently, middle and low social class entered in the upper class for the specific reasons and joined reference group in order to present demonstration effect. This phenomenon was assumed the consumer's desire for housing estate not from the leisure class. The superiority which feels belong to reference group, that was able to purchase high price product and the competence which can afford a high price goods are effective in housing estate. The study had been researched for Veblen effect according to residence estate. The partial least squares path modeling was used for Veblen effect affected by various psychological attributes, housing patterns and demographics for analysis. As a result, the conspicuous consumption from tenants was higher than residents, the social face sensitivity affected positively for self esteem and housing pattern, therefore, it caused conspicuous consumption. Moreover, we found conspicuous consumption had been increased followed by more spacious housing and higher income.

• 한국IT서비스학회:학술대회논문집
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• 2010.05a
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• pp.310-316
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• 2010

본 연구는 정보기술의 사용(Usage)과 수용(Adoption)을 예상하는 목적보다는 웹 기반 협동합습 시스템사용 의도와 사용행위에 영향을 미치는 변수들을 폭 넓게 이해하고, 실질적으로 활용 할 수 있는 변수를 찾는데 목적이 있기 때문에 분해된 계획 행동 이론(Decomposed TPB)을 기반 하였고, 분해된 변수들 중 일부분(지각된 유용성, 지각된 용이성, 명시적 영향, 암시적 영향)과 웹 환경의 중요 요소인 '흥미성' 을 포함하여 사용의도(Use Intention)에 영향을 미치는 변수들을 2개 대학의 대학생 256명을 대상으로 자료를 수집하여 실증 분석하였다. 연구결과 다차원으로 분해된 일부 변수들 중 태도적 믿음 변수인 '지각된 용이성'을 제외하고 분해된 모든 변수가 사용의도에 긍정적 강한 영향을 미치고 있음을 알 수 있었고, 특히 주관적 규범(명시적 영향, 암시적 영향)변수는 준거집단을 통해서 웹기반 협동학습 시스템에 대한 행동의도나 인지에 영향을 줄 수 있는 중요 변수로 나타났다. 이러한 결과는 준거인이 되는 팀장은 팀원 및 학습자들과의 상호작용(협동학습을 통한 화상토론, 게시판정활동, 오프라인 정기 모임, 동영상 동시 시청)과 팀원 관리 및 운영하는 역할이기 때문에 새로운 정보 기술 및 시스템 사용 권유를 하거나, 직접 기술사용을 하는 주변 분위기는 협동합습에 참여한 학습자들에게 조금이나마 영향을 줄 수 있음을 추측 해 볼 수 있고 영향력 있는 중요변수임을 제시하였다.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.9
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• pp.1621-1632
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• 2001

본 연구는 소비자의 실제적인 의복 소비 행동을 설명할수 있는 가치 개념을 제시하기 위하여 의복 소비가치의 구체적 유형을 밝히고, 적합하고 신뢰성 있는 의복 소비가치 척도를 구성 할 수 있는 기초자료를 제시 하고자 하였다. 본 연구에서는 Sheth(1991)의 소비 가치 이론과 의류학 및 소비자 행동분야의 다양한 이론을 토대로 초점집단면접(Focus Group Interview)을 통하여 소비가치에 대한 탐색적 접근을 시도한 결과를 논의하였다. 의복의 구매와 착용의 선택상황에 영향을 미치는 소비가치는 Sheth(1991)의 5가지 소비가치 유형인 기능적 가치, 사회적 가치, 감정적 가치, 진귀적 가치, 상황적 가치 및 의복제품의 특성에 따른 자기표현적 가치로 분류되었다. 기능적 가치는 물리적 속성, 물리적 기능, 도구적 성과와 관련되었으며, 사회적 가치는 사회계층, 준거집단, 인구통계 적 특성 집단, 문화-민족적 집단과의 관련성 에 대 한 가치로 구성되었다. 감정적 가치는 긍정적, 부정적 감정 및 심미성 요인으로 구성되었으며, 진취적 가치는 다양성추구행동 요인 및 유행성의. 새로움 추구 요인과 관련되었다 또한 상황적 가치는 의복착용상황, 구매상황, 커뮤니케이션 상황으로 구성되었으며, 자기표현적 가치는 성격, 이미지 표현, 개성추구, 유행추구 등의 요인으로 구성되었다. 본 연구의 이러한 결과를 바탕으로 소비가치에 대한 양적 연구를 실시한다면, 보다 객관적인 구조를 파악하고 신뢰성 있는 측정 문항을 개발할 수 있을 것이다.

• Journal of Global Scholars of Marketing Science
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• v.10
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• pp.91-110
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• 2002

The purpose of this research is as follows; First, the reference price ads are to investigate how the price cues and prior knowledge of service products have an effect on consumers' perception by the type of information. Second, this study suggests some marketing strategy guides to service marketing managers for price promotion strategy. To achieve these research goals, the hypothesis was established through reviewing the previous studies and the data collected from the experimental design. The experiment of this study was a 2$\times$2$\times$2 among the subject factorial design in which the factors were present in price cue presentation (presentation/non- presentation), the level of prior knowledge(high/low), and the type of information(positive/negative). The major findings of this research can be summarized as follows; First, there are some significant statistical differences in the consumers' perception value by level of price cues(hypothesis 1). Second, there are some significant statistical differences in the consumers' price-quality perception by level of price cues(hypothesis 2). Third, there are some significant statistical differences in the price-quality perception by the level of prior knowledge and the type of information(hypothesis 3).

• Journal of Convergence for Information Technology
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• v.7 no.2
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• pp.101-109
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• 2017

This study was undertaken to understand how reference groups, convenience and pursuit of information affect subscription-based Webtoon service usage through reliability and curiosity, through which this study provides some suggestions for developing Webtoons and increasing profitability of service providers. Therefore, the reliability and feasibility analysis were conducted for 449 readers who used the paid webtoon more than once. In addition, the causality test was conducted to verify the research model. As a result of the research, this study shows the following implications: First, it is recommended that webtoon service providers produce webtoons with the webtoonists who have more expertise developing new webtoons. Second, webtoon service providers should focus on advertising during the episodes that are currently being subscribed to, or in the next episodes in order to stimulate the usage needs of readers rather than focusing on advertising the products related to the characters and their development and sales. Third, webtoon service providers are supposed to develop webtoons by using materials that can appear in everyday life. Fourth, webtoon service providers should continue their research in order to develop high quality products and express the unique characteristics of their advertisements by increasing investment in the development of products and advertising.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.10
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• pp.1719-1727
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• 2001

본 연구는 심리적으로 불안정하여 준거집단이나 사회의 영향을 민감하게 받으며, 의복과 외모에 관심이 높은 청소년을 대상으로 전통적 가치관이 무너지고 소비 지향적인 물질주의 가치관이 팽배한 사회 분위기 속에 이들의 심리적 변수인 가치관이 의복행동에 영향을 미치는 지를 알아보고자 하였다. 연구방법은 서울의 강남과 강북에 위치한 고등학교 1학년 남녀 학생 530명을 대상으로 선행연구에서 사용된 척도를 사용한 실증연구를 하였다. 자료 분석은 SPSS/PC$^{+}$프로그램을 사용하여 t-test, ANOVA, MANOVA등을 실시하였다. 연구결과, 물질주의 가치관은 청소년의 의복착용행동에 영향을 미쳐, 물질주의 가치관이 높은 청소년은 물질주의 가치관이 낮은 청소년에 비해 의복 착용시 심미성을 더 중시하고 의복에 대한 관심과 의존도가 높으며, 의복을 또래집단과 비슷하게 입으려는 동조성도 더 높았으며 의복을 통해 과시하려는 경 향도 높았다. 그러나 의복착용시 정숙성은 그리 중요하게 생각하지 않았다. 물질주의 가치관은 청소년이 의복을 구매할 때도 영향을 미쳐, 물질주의 가치관이 높은 청소년의 의복구매동기는 물질주의 가치관이 낮은 청소년에 비해 더 충동적이고 과시적이며, 유행과 개성 지향적인 것을 알 수 있었으나 실질적이거나 실용적인 구매동기는 상대적으로 약한 것으로 나타났다. 물질주의 가치관에 따라 청소년의 의복 구매시 사용하는 정보원천과 즐겨 구매하는 장소도 차이가 나타나, 물질주의 가치관이 높은 청소년이 물질주의 가치관이 낮은 청소년보다 의복 구매시 정보를 얻기 위해 더 많은 정보원천을 사용하며, 다양한 구매장소를 활용하며, 더 비싼 의류제품을, 더 자주 구매하며, 쇼핑을 위해서도 더 많은 시간을 할애하는 것으로 나타났다. 이와 같은 결과로 청소년의 물질주의 가치관은 이들의 의복관심과 의복착용 그리고 구매에 지대한 영향을 미친다는 것을 알 수 있다.

• Korean Business Review
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• v.11
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• pp.149-171
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• 1998

The most important thing in the Tourist Market Segmentation is to find descriptive variables which can describe the changes of tourist demand properly. There are many descriptive variables. Among them, vital statistical variables were proved to be effective. The strongest variable but which was studied much less is the Family Life Cycle. This study will focus on the relation between Family Life Cycle and Travel Behavior of Destination Choice. In this study, I will verify the validity of Family Life Cycle as a descriptive variable of Tourist Market Segmentation, and try to find the meaningful variable at each steps. Therefore, The purpose of this study is to explain the relation between Family Life Cycle and Travel Behavior of Destination Choice, to verify the validity of Family Life Cycle as descriptive variable and to find the strategy to respond to the increase in quantity and diversity of quality of Tourist Market. The studies on the Family Life Cycle should be updated continuously according to the change of family structure and it should be understood as standard for Tourist Market Segmentation in the public and private sphere.

• Journal of the Korean Society of Clothing and Textiles
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• v.13 no.3 s.31
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• pp.223-241
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• 1989

As a preliminary work for the clothing conformity study, Its theoretical backgrounds were reviewed. In the view of convertibility into clothing conformity, two prevailing conformity types were studied. One is normative-social influence and informational-social influence classified by Deutsch and Gerald. And the other is Kelman's classification which includes compliance, identification and internalization. Reference group, as an object of conformity, was studied. In addition to Engel and Blackwell' s and Assael's classification, the reference groups which were revealed in the studies of consumer behavior and clothing behavior were reviewed. The factors were reviewed which influence conformity and clothing conformity. They were product factor, group factor, situational factor and individual factor.