• Journal of Digital Convergence
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• v.10 no.11
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• pp.295-306
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• 2012

This study analyzed empirically difference of purchase intention about price raising of luxury brand according to consumer characteristics such as consumption value, prior knowledge. and perceived risk. Fist, groups according to consumption value showed obvious differences. Group of pursuing uniqueness and ostentation value and group of pursuing quality and pleasure value showed positive purchase intention but group of pursuing social recognition value showed negative purchase intention. Second, groups according to perceived risk. didn't show difference and groups according to prior knowledge showed obvious difference. group of high prior knowledge showed positive purchase intention but group of low prior knowledge showed negative purchase intention. Third, analyzed result about interaction effect of consumer characteristics, Classified group of pursuing uniqueness and ostentation value, expressing high prior knowledge and Classified group of pursuing quality and pleasure value, expressing high perceived risk only showed positive purchase intention, The results of this study present implication to domestic companies aiming luxury brand that performing differently strategy of product and price according to target characteristics is more effective way in differentiating oneself from existing luxury brands and expanding market.

• Proceedings of the Safety Management and Science Conference
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• 2000.11a
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• pp.135-142
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• 2000

현재 우리는 급속한 정보화.세계화 물결의 혼란 속에서 인간이 존엄성과 가치 및 공동체적 삶의 가치를 미처 정리하지 못하고 참다운 삶의 방향 감각을 상실한 채 살아가고 있다. 가치 창조적 삶의 의미를 망각한 우리 사회는 물질만능과 즉흥적이고 쾌락적.감성적인 행동에 의해 지배되고 있으며 이로 인하여 생명의 경시풍조와 인간소외 현상이 만연되어가고 있다. 이러한 가치관의 혼란과 비복지적 현실 가운데 우리는 우리의 삶, 우리의 후손교육, 우리의 가정과 지역사회 이대로 좋은 것인가\ulcorner 라는 자성적 질문과 함께 미래지향적인 삶과 사랑으로 더불어 사는 공동체 사회를 지향하여 온 국민이 더불어 할 일이 또 하나 있음을 깨닫게 된다. 현대인에게 있어서 자원봉사는 선행이 아니라 권리의 행사이다. 왜냐하면 자원봉사를 통하여 어떻게 살아야 할 것인가\ulcorner 라는 근본 물음에 대한 정답을 얻을 수 있기 때문이다. 이러한 시점에서 청소년에 대한 볼런터리즘(voluntarism)교육은 중요한 의미를 갖는다. 본 논문에서는 1995년 5.13교육 개혁으로 의무화된 중.고등학교 학생들의 자원봉사화동을 재 조명하여 보고, 청소년 문제 해결을 위한 자원봉사 활성화 방안을 제시하고자 한다.

• Journal of the Korean Home Economics Association
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• v.40 no.2
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• pp.161-173
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• 2002

This study explored the Internet searching values(utilitarian searching value and hedonic searching value) of college student consumers, typed the Internet searching values to four types, and analysed the level of perception to Internet shopping' benefit-risk according to the Internet searching value types. The subjects were 361 college students. We used Cronbach'$\alpha$, multiple regression, one-way ANOVA, and Scheffe' test as statistical analysis. The results were summarized as follows : 1) According to the Internet searching values, college student consumers were classified into 4 types - high utilitarian/high hedonic type, high utilitarian/low hedonic type, low utilitarian/high hedonic type, and low utilitarian/low hedonic type. 2) Both high utilitarian/high hedonic type and low utilitarian/high hedonic type had high level of perception to Internet shopping' benefit-risk.

• Journal of the Korean Applied Science and Technology
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• v.40 no.4
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• pp.743-750
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• 2023

The purpose of this study is to verify the influence of the consumption value on attitude and purchase behavior in order to provide basic data for golf wear brand strategies. Therefore, among the Korean people, those who had purchased golf wear were selected as samples, and 496 copies of data were introduced into the final analysis. For data processing, frequency analysis, exploratory factor analysis, and internal consistency were conducted. In addition, correlation analysis and simple and multiple regression analysis were conducted to verify research problems, and all data processing used the SPSS (ver. 21.0) program. As a result of verifying research problems, first, it was found that the consumption value of golf wear brands had a significant effect on attitudes in the order of pleasure, aesthetics, and symbolism. Second, it was found that the attitude of golf wear brands had a significant effect on purchase behavior. Third, it was found that the consumption value of golf wear brands had a significant effect on purchase behavior in the order of pleasure, aesthetics, and symbolism.

• Journal of Distribution Research
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• v.17 no.4
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• pp.1-27
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• 2012

Conceptualization of store image have been suggested in the past by many marketing scholars. The dominant perspective about store image is treated as the results of a multi-attribute model. Store image is expressed as a function of the salient attributes of a particular store that are evaluated. Though, there is a little confusions about what elements compose the store image, most scholars agree that merchandise, service, atmosphere, physical facilities, comfort, and location are generally accepted elements as store image. A considerable researches support that shopping can provide both hedonic and utilitarian value. Hedonic shopping value reflects the value received from fantasy and emotive aspects of shopping experience, while utilitarian shopping value reflects the acquisition of products. These two types of shopping value can affect shopping satisfaction. This study examines the relationships among stores images(store atmosphere, salespeople services, facilities, product assortment, and store location), shopping values(utilitarian shopping value and hedonic shopping value), and shopping satisfaction based on discount stores (E-Mart, Home plus, and Lotte Mart). The author hypothesized that five store image components affect shopping values, and these shopping values affect shopping satisfaction. The author focused on the roles of perceived retail crowding between these relationships. Specifically, the author hypothesized that perceived retailing crowding moderated the relationship between shopping values and shopping satisfaction. The author also hypothesized the direct effect of perceived retail crowding on shopping satisfaction. Finally, the author hypothesized that five store image components affect directly shopping satisfaction. Research model is presented in